Billy’s Donuts was struggling until owner’s son tweeted about his “sad dad.”

A new doughnut shop in Missouri City, Texas was empty until Twitter came to the rescue, proving social media to be a powerful marketing tool.

Billy By tweeted about his dad’s empty doughnut shop, leading to an influx of customers.

“My dad is sad cause no one is coming to his new donut shop,” By tweeted with photos featuring his dad, the shop and an empty parking lot.

The tweet has now been shared more than 300,000 times. Even Twitter itself shared the tweet and encouraged users to visit the shop.

He also shared the shop’s address, hours and Instagram account, which had 71 followers at the time. Now it has more than 100,000 followers.

By later tweeted to thank people for their support.

“Just wanted to update yall! We completely sold out of donuts and kolaches! You are all amazing,” By tweeted. “I can’t thank everyone enough for coming out and supporting local businesses. This means so much to my family.”