Most of what you'll find on a top-tier presidential candidate's Web site has been meticulously crafted by campaign strategists, vetted then proofed by aides and timed for maximum effect. But one recent video featured on Sen. Marco Rubio's page didn't meet most of those criteria.

The roughly two-minute video, entitled "Because We Did," was created by a online group of Rubio supporters and posted on YouTube late last month. The Rubio campaign quickly spotted it on social media and highlighted it on its official campaign Web page. "We didn't ask for it to be created," the campaign writes in the introduction to the video.

The story of how the project emerged highlights how campaigns can amplify their communication with supporters through social media, which exploded onto the 2008 and 2012 campaign landscapes as powerful communications tools. It also reveals a fairly unique grass-roots organizing effort.

The video, which splices together footage of Rubio supporters reading various lines from his campaign launch speech in April, is the brainchild of Nick Weiner, a 22-year-old student at the University of Louisville who backs the Florida Republican senator for president. He developed the video on his own, separately from the campaign, with people he had not met in person, he said, communicating with them through the comments section of a pro-Rubio Facebook group.

"I had this idea -- let's get a bunch of people to make selfie videos and post the selfie videos," he said in an interview.

A couple of hours after the Facebook group posted the video, they got a message from a Rubio campaign staffer, according to Weiner. Rubio's campaign spokesman said he said the team spotted the video on Twitter.

Soon after, Rubio tweeted the video and the campaign posted it to its Web site on a page asking people to join its "digital network" by signing up with their e-mail addresses -- a common campaign tactic to increase e-mail lists for fundraising and voter targeting efforts.

At the end of the video is a tribute to an administrator of the pro-Rubio group who passed away, Weiner said.

Weiner supported Romney in 2012 and said he was drawn to Rubio in part because of his hawkish foreign policy platform. He considers himself an independent and said he grew "a little upset at the Republican Party" when then-House Majority Leader Eric Cantor (R-Va.) stunningly lost to a tea party primary challenger in 2014.

The music education and sociology major explained that he "dabbles" in multimedia but is not an expert. And he acknowledged that Rubio faces an uphill climb in his state.

"Being from Kentucky, Rand Paul is pretty much the candidate around here," he said.

Weiner recently helped launch a Web site called "United with Rubio" that promoted the Floridian's candidacy and links to the official Web site. The goal of the site, according to Weiner, it is to "make more videos, to make more media and use data" to help the campaign.

As for himself, Weiner said he has received offers to join a student PAC and become more deeply involved in political strategy. But for now, he's keeping his options open.

"To be honest, I see myself more telling a story," he said.