Check out the benefits that YouTube brought to this cross media campaign from Unilever's Axe (Lynx in the Netherlands). Axe wanted to bring to life the big idea of ‘Heaven on Earth’. To do this they placed three ‘angels’ in a villa for viewers online to follow 24 hrs a day. The target audience was 12-29 yr old males, who proved to be heavy consumers of online media and in particular YouTube. Axe created a YouTube channel where visitors could interact with the angels. The more they interacted and shared via their social platforms the more credits they earned. This ultimately led to a winner who got to spend one night with the angels in the villa. YouTube added 9-12% incremental reach to TV, 40% increase in search volumes for the brand, as well as significant increases in awareness, consideration and preference.