WHO: Famous Birthdays is an ad-supported website that makes it easy to learn about celebrities and discover up-and-comers. 

WHAT: In a year, they went from 3 million monthly uniques to more than 7 million and 60,000 Twitter followers to more than 200,000. More eyeballs = more revenue

HOW: Moved away from positioning the company as a Wikipedia-like resource on celebrities and ran full-speed towards the place they were different: offering bios and birthdays on up-and-coming YouTubers, Viners, and other web video stars. Finding a previously unfilled niche, the site's popularity skyrocketed. Twitter outreach strategies included a process to wish people happy birthday, which created raving fans of the brand.