J.R. Watkins' return was hinted about on Facebook. 
Visitors to the J.R. Watkins website were encouraged to check out J.R. Watkins on Instagram.
Each video released on Instagram is accompanied with a message from the good Dr. Watkins.
J.R.Watkins steps out of the short film and into Instagram. Instagram users who use the hashtag "GhostMyPost" find a ghoulish visitor in their photos.
Of course, J.R. Watkins always sees a use for his products, and shares his advice in his original voice.
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The ghost of J.R. Watkins insinuates himself into the Instagram photos of editors and journalists via Direct Message--always imparting a bit of 1860's wisdom.    
Martha Stewart finds J.R. Watkins in her bathtub.
Paid advertising on Instagram and Facebook encourages people to engage with campaign by using the hashtag #GhostMyPost.
Instagram users have a great time picking photos for the ghost of J.R. Watkins to appear in.
Sometimes you have to look hard to see a ghost.
We grab the attention of foodies on Instagram by ghosting prominent food bloggers with "recipe suggestions" from J.R.
Prominent bloggers help give the campaign some real traction. 
Before long,  all kinds of Instagrammers are hoping to be ghosted. 
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Paid social posts are sprinkled in to keep the campaign top of mind.
And the ghost of J.R. Watkins makes special appearances at holidays. In the course of 8 weeks, the press picks up the story repeatedly, and J. R. Watkins Instagram followers double.
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