In only a month, 7,857 “dramas” were shared on the website attracting a huge wave of interest to our site and a surge of viewers for the viral video. Google searches for “Rondo Ad” grew 450% post-campaign while any mention of “Ümit Besen & rondo” also showed 400% plus growth following this campaign. A jury selected the 25 most deserving dramas who received their “Ümit Besen Shoulder” to cry on. . Rondo became market leader for the first time.. 31% campaign period and 11% annual sales growth . Cream biscuit market decline stopped: -8% for 2009; -0.01 in 2010 . Brand awareness up +10% to 91%. Trial up from 44% to 74%