▁Saf ka ▁led ▁key ▁strateg ic ▁market ing ▁and ▁product ▁initi atives , ▁en han cing ▁Ask ' s ▁position ▁in ▁the ▁hot ly ▁compet itive ▁search ▁category . ▁ ▁He ▁re - f oc used ▁the ▁brand ▁on ▁its ▁question - and - answer ▁origin , ▁and ▁launched ▁an ▁ag gress ive ▁effort ▁that ▁added ▁more ▁than ▁ 3 0 0 ▁million ▁" question ▁and ▁answer " ▁pairs ▁to ▁the ▁site . ▁ ▁Le ver aging ▁the ▁" w is dom ▁of ▁crow ds " ▁theory , ▁many ▁of ▁these ▁pairs ▁came ▁from ▁every day ▁internet ▁users . ▁Saf ka ▁further ▁expanded ▁the ▁company ' s ▁leadership ▁in ▁question - and - ans wers ▁with ▁Ask . com ' s ▁ac quisition ▁of ▁Dictionary . com . ▁ ▁Saf ka ▁also ▁launched ▁a ▁market ing ▁and ▁advert ising ▁strategy ▁lever aging ▁NAS C AR — one ▁of ▁the ▁first ▁campaign s ▁of ▁its ▁kind . ▁ ▁Tom ▁Gar f inkel ▁reflected ▁on ▁the ▁achiev ement ▁in ▁Sports ▁Business ▁Daily : ▁ ▁" It ▁worked ▁because ▁their ▁team ▁was ▁nim ble , ▁it ▁worked ▁because ▁of ▁Jim ' s ▁courage , ▁it ▁worked ▁because ▁there ▁was ▁no ▁competition ▁in ▁this ▁space ▁from ▁Ask ' s ▁category . ▁ ▁The ▁timing ▁was ▁perfect . ▁ ▁We ▁told ▁them ▁that ▁if ▁they ▁came ▁in , ▁they ' d ▁be ▁the ▁story . ▁And ▁they ▁have ▁been ▁the ▁story ." ▁ ▁For ▁the ▁Ask . com ▁UK ▁operation , ▁Saf ka ▁re - int rodu ced