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Buderim Ginger had a problem Ð they needed to reach a younger audience, but also, to launch their new Ginger Beer to market. ‘Simple’, we thought. As we procrastinated (read ÔbrainstormedÕ) we realised there were heaps of ginger cat videos on the internet… and then it hit us! All they need is a hub that can serve to aggregate Ôthe internetÕs finest Ginger into one sweet location.Õ And so ÔThe Ginger NetÕ was born Ð a digital platform for Buderim Ginger to celebrate ginger in all its forms Ð cats, moes, pinup girls, a slang dictionary, you name it. The campaign connected with the audience through content rather than traditional advertising, and by asking the audience to participate, it became very shareable. In the 6 months after launch, the site attracted over 300,000 unique visitors and about the same number of votes for the ÔAustraliaÕs Hottest GingerÕ competition.