Eileen Myles

If you have a dog, and you're a person whose moods are constantly changing, there's a moment when you look at the dog, and you feel bad for them because they're attached to you, and so it's funny for the dog to vocalize those things in some ways.

Chobani did a really wonderful yogurt campaign on 'Instagram' to shift perceptions away from the fact that they were just yogurt. And they had a 7-point incremental lift on shifting that perception through a brand advertisement on Instagram.