Out of a total target audience of approximately 350,000 people (Sweden only has 9m inhabitants), we got over 214,000 to visit the campaign site. Over 6,000 of these actually participated in the competition, contributing content. Consumers spent more than 10,000 hours on the campaign site, providing and rating content. With the content spreading in social and traditional media, we received a total of over 120m impressions, generating free media at an estimated value of over $2m. During the campaign period, sales increased by 16% compared to the previous month.