We created Denis' first video clip "Denis What Will Be With You" - a song about the struggle of being a perfect size 10.

"Denis What Will Be With You" is a music video clip we created and wrote from scratch about the struggle of being a perfect size 10. A video which while it did not show or mention the product even once, people immediately associated with the brand.

Meant to function as an organic piece of content, the video clip was posted online to Unilever Branflakes Youtube and Facebook pages and sent offto one journalist. Denis' fake character Facebook page was also updated. Within hours the clip

took-on a life of its own as fans hurried to share the brand's latest .Although, we put some 2000 shekels (500$) on promoting the clip on YouTube – so we'd be able to compare effectiveness vs the brand's previous communication campaigns - the brand fans really did all the work and spread the word. In under 24 hours we had a million views.

In just 24 hours, our clip got over a 1.000.000 views organically and became a social phenomenon:

• Went straight to the top of MTV Israel's playlist

• Became the number 1 clip and ringtone in the iTunes library (in just 48 hours)

• #2 - in the country's viral video ranking

• Was covered by all Israeli news outlets

• Imitations flooded people's social network feeds as they obeyed the urge to share and celebrate.

-The clip was shared over 12.000 times, got over 10.000 comments and 47.000 likes)

• Now month after its launch, the clip is still being played on radio stations, at weddings and remixedin clubs by the world's best DJs

• With zero brand mentions, and zero packaging shots, we managed to garner over 2.2 million shekels worth of earned media and make sure everyone left singing our tune and thinking Branflakes.

Most ads for women's cereals feature perfectly proportioned women. Hardly credible. That's why Unilever Branflakes broke category conventions and used a man to create "Denis". A character who'd be able to voice all "normal-proportioned-women"'s concerns while taking the sting out of the look-after-your-weight monologue.The character we created is a flamboyant, eccentric, weight-challenged and totally lovable wedding singer whose only remedy for keeping her weight in check is Branflakes. Over the years Israelis have followed Denis' musical career, grown to love her and associate her with the brand.So it was only natural we share with them her first video clip.

Rather than create another commercial, we decided to leverage one of YouTube's most popular types of content: video clips and write a song.

Due to our audience's highly antagonistic attitude towards ads, we also consciously decided not to brand the video – relying instead on our audience's love for " Denis" and its immediate association of her character with the brand.

Unilever Branflakes is Israel's most successful women's cereal brand. While the brand's Top of Mind is high, we are always looking for new and fresh ways of growing our brand's sales. But getting through to our audience, who was increasingly shunning ads and ditching preprogramed TV in favor of YouTube content was becoming a problem.