In Georgia, people delay buying air conditioners, causing installation backlogs. Midea, the top AC brand, aimed to change this by promoting pre-summer sales. Using humorous social media posts by real people about Georgia’s hot summers, we launched the playful 'Summer is Coming!' campaign. An online trailer and ads featured these posts, sparking early conversations. Sales shifted a month earlier, reducing delays and traffic peaks, with 263% more sales and 18M+ impressions