 The campaign used Tribe, a content marketplace for brands to solicit content from social media personalities, to offer a $150 payment to influencers who post a video or a still image with overlay text in support of Bloomberg.Bloomberg's campaign worked with Meme 2020, a social media company led by Jerry Media CEO Mick Purzycki, to pay popular Instagram accounts to post "self-aware ironic" memes about Bloomberg.In February 2020, the campaign hired 500 "deputy digital organizers", who are paid $2,500 per month to promote Bloomberg on their personal social media accounts and in text messages to their contact lists.