Microsoft’s Hotmail had lost relevance with Millennials who had created “questionable” handles in their youth. As a solution, Hotmail launched a new alias function that allowed people to have a singular inbox with multiple email addresses. SMG realized that Hotmail had an opportunity to embrace and created “The Mullet of Email” campagn. It allowed Millennials to embrace their fun side while maintaining their professionalism – business in the front, party in the back style. They partnered with MTC Canada and created four custom video segments and messaging to inspire young people to bring together their business and play sides. As a result, Hotmail’s unique visits increased by over 268 percent year-over-year.