Gatorade’s Be Like Mike campaign is one of the most iconic in the history of sports advertising. To celebrate its 50th anniversary, the Gatorade team wanted to revive the campaign 23 years after it first ran—a nod to Michael Jordan’s number.

When deciding the most impactful way to introduce it to today’s generation, Gatorade turned to Instagram.

Collaborating with media agency OMD, creative agency VML and partners at Facebook, Gatorade created a campaign approach that combined the power of creative with a sharp media strategy. Using photo ads of Michael Jordan along with the hashtag #BeLikeMike to keep consumers actively engaged, Gatorade ran the campaign on Instagram first, and then scaled it on Facebook.

After the campaign ended, Gatorade saw the highest brand recall of any of its Be Like Mike campaigns to date—getting a 20-point lift in ad recall and a 5-point lift in the KPI that Gatorade inspires me.

Watch how Gatorade used Instagram to bring back its iconic #BeLikeMike campaign after 23 years.