We sparked a media bidding war with Channel 9 picking up exclusive access to Sam, featuring him on breakfast TV, current affairs shows, music programs, and station idents. He even featured in 23 minutes of content with five behind the scenes making of videos.‘Barbie girl’ literally exploded across YouTube being viewed 1.2m times in 15 days, and 5m times online.

Facebook was massive. He went from 5,000 to 36,500 fans in just 14 days. 56% of ALL Australian Facebook users were now in Sam’s network. 33% of them had seen his posts and videos.

Our leading supermarkets spent an estimated $1.5m featuring Sam in their own promotions.The campaign earned over $4m in media coverage on a $700,000 media spend during the promotion.All of which delivered a much bigger bang than our $50,000 paid PR budget could deliver on its own.Australians consumed lamb in record numbers with a 31.7% uplift in sales over the campaign period, with retailers reporting sales increases of up to 10% on last year.The result was the biggest lamb sales week ever.