Michael Jackson is the kind of brand that never dies. In a promotional move tied to the new honorary Cirque Du Soliel show “Michael Jackson One,” organizers asked fans to send instagram videos telling of their vision to make the world a better place and hashtag those videos #MJWeAreOn. The results proved more than positive. Via Billboard

The resulting engagement stirred a 109% rise in weekly conversation about Jackson on Facebook, which led to the addition of 493,000 new fans on the platform (an 80% increase over the previous week). The campaign also marked the launch of Jackson’s official Instagram account, which gained 2,900 followers during the charting week.

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