This is a brilliant example of recognizing a potential story, crowdsourcing a question, finding digital influencers, and using a nimble, evolving, channel-appropriate strategy to build the story into a meaningful media event. On Women in Science Day, copies of a letter from an unknown 8-year old were used to find and identify her, invite her for a museum tour with a notable professor, and capture video for a follow-up media event. Twitter, Facebook, SnapChat, traditional news outlets BBC, Metro Online, Daily Mail.
