Hate speech is on the rise in social media. In particular, influencers accounts have become the perfect place for right-wing extremists to spread fear and intolerance - all it takes is one hateful comment under a popular post. So in 2018, the NGO Lau, these influencers pleaded to their extremist fans: unfollow me. Others were inspired by the initiative, leading to more than 40.000 posts tagged with #unfollowme on Instagram, Twitter and Facebook. The result: tens of thousands of people unfollowed and a much-needed public debate about values in social media was sparked, amounting for more than 234 MM impressions (5.9 MM Euro in earned media). And then something surprising happened: the influencers gained 3 times as many new followers as they lost.