Research showed that the rise of social networking sites like YouTube and MySpace was pulling Moccona’s audience away from television, traditionally the key brand-building channel. This campaign demonstrated that online could also be a powerful branding tool. To credibly participate in the social online space ‘Salvatore’ was created, a sensual lover of women and Moccona. This persona was brought to life through ‘home-made’ video on MySpace and YouTube profiles. The tongue-in-cheek executions allowed overt product endorsement without alienating the audience, as proven by the MySpace comments from other users engaging with Salvatore as a real character, playing into the campaign’s narrative.