The agency lotus823 takes a holistic approach to helping its clients increase engagement, inspire new audiences and (most important) drive sales. It specializes in the home, lifestyle and tech industries, using social media along with PR and digital marketing to offer experiential events—like the on-site experience it crafted for customers waiting to order at Broad Street Dough Co., an independent donut shop in New Jersey seeking to promote its offerings during 2016’s National Donut Day. There are usually long waits at Broad Street, but lotus832 tapped into the FOMO (Fear of Missing Out) phenomenon to drive customers to social media while they waited. Promoting these opportunities on National Donut Day led to 75 percent more reach than in 2015 and 154 percent more engagement. On Instagram, the organization got 720 percent more likes and 352 percent more comments, and Twitter saw a 32 percent increase in organic impressions.