Because young girls are an elusive and hard to reach group the non-traditional approach was an effective one. The character Obie was a fun, friendly and trustworthy champion of the brand. Girls had fun at the website playing games, learning and sharing. Awareness of the brand grew because no brand had ever tried to communicate to the target in such an accessible and unexpected way.

Cost effective banners performed at double industry standards. After two months of exposure, 1 in 4 girls were familiar with the Obie character. One month after launch sales went up an average of 15%. Brand awareness shot up 23%