Community.  Brand Strategy.

Most people see the Gaga campaign as a social media success, and with millions of followers and billions of views it certainly was.  But its success wasn't from driving retweets or adding followers, it was by building a brand. 

Tireless cultivation of key influencers, consumer product partnerships, and a deep understanding of what made the artist special in the hearts of her fans guided a 360 strategy of outreach and leverage that put Lady Gaga and the team into the history books.

See CEO Dave Bushnell interviewed for Smart CMO on what corporate CMOs can learn from the Gaga campaign: