September 28th 2012, we released the updated version of the PhD sock line. The question was, how do we launch it? The answer: throw 118 parties across the country at the same time. So instead of setting up a chain letter to be forwarded on to everyone everywhere, we engaged Facebook’s premium ad unit to get the word out. The campaign was so successful, Facebook published a case study on the PhD Launch performance. So yeah, Facebook said I did a good job.