Leiber is an $80 billion global company, but needed name recognition in the US. The Halo Group implemented the strategy to reach both consumers and influencers, like interior designers and chefs. Leiber's patented technological innovations are amazing, but there is a very simple shorthand for all of that technical prowess. It's German, so we leverage that perception and channel that precise German personality into the advertising. I have understated elegance. That is why you fell in love with me. We used an integrated strategy led by events. Product placement. I love to have fresh ingredients stored in a lever. Social and earned media. The program, which included 178 article placements, garnered more than 210 million impressions for a total advertising value of $11 million. The results were hard to miss. In 2014, Leiber shipped 25% more units into the US than in the year prior. Esseest Goot.