(CNN) President Donald Trump's reelection campaign ran more than 6,000 Facebook ads mentioning impeachment during the first week of public hearings in the inquiry, according to an analysis of ad data.

The ads -- which could have cost up to $1 million -- highlight the unique role social media is playing in America's first impeachment hearings in the age of viral politics.

The campaign ran 6,286 ads mentioning impeachment from November 11 to Sunday, according to data analyzed by Laura Edelson, a researcher at New York University's Tandon School of Engineering. According to Edelson, the buy cost between $300,000 and $1 million.

Many of the ads dub the hearings the "impeachment hoax."

On Monday, as the second week of public hearings was set to begin, the Trump campaign launched ads seeking donations, some of which read, "The Impeachment Hearings today are a TOTAL SCAM! Let's raise $3 MILLION in 24 HRS to send a message!!" The ads included pictures of House Speaker Nancy Pelosi and House Intelligence Chairman Adam Schiff, both California Democrats.

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