Those internal meetings also made it clear that the best way to engage with millennials was online, rather than through print, radio, or TV ads. "People in our generation expect to engage in a one-to-one dialogue with brands," Martino says. "Social media is a great way to engage with twentysomethings who may not be visiting stores, since they live their lives online." Origins launched an all-digital "quarter-life crisis" campaign, sharing news about the serum on social media, and through a wide network of bloggers and YouTube influencers. But Martino and her social media team didn’t just make a hard sell for the serum. They also posted quips on social media about what it’s like to be a twentysomething: "When life gets real and you miss college"; "When you make plans to go out. But you really want to stay in, stream videos, and eat takeout"; "Marry him or break up? Maybe travel the world, find a hot Spaniard, and live on the coast of Ibiza.