The speaker discusses moving to an inbound marketing strategy and shares a case study of a campaign by MyDestination.com called the "Biggest Baddest Bucket List". The campaign had over 1,250 valid entries from over 100 countries. It generated over 650,000 video views and increased traffic to over 1.28 million visits. The campaign required a multi-team effort across many skills and showed how earned media can have big results but requires hard work to earn attention.