Grandma Techie became a viral hit and internet celebrity in the Philippines, now with 212,394 Facebook fans following her online. In just the first two months from the launch, the campaign earned media values totalling 144 million pesos (US$3,358,992) - or six times the value of Bayan DSL's paid media. Customer inquiries rose by a whopping 853% and the subscriber base grew by 28%. All this with Bayan's very limited resources -- only 10% of the media budgets of its three leading telco competitors in the country.