82 THE POWER OF VISUAL STORYTELLING .com/moleskine). The company organizes events for enthusiasts around the globe, promoted through its Facebook page. Inspiring fans to create and spread images, customize the Moleskine notebooks, organize online competitions, and otherwise engage with the brand on a creative level has set Moleskine apart in its highly specialized market. Successful companies often use traditional media and social network- ing to support each other, rather than choosing one or the other to focus on. In March 2011, the digital media company Neworld wrapped up a campaign for Irish organic dairy food producer Glenisk called the Tune Challenge, which used audio tracks submitted by fans on Facebook to find the soundtrack for their next TV commercial. The company says that “Glenisk experienced a sales uplift of 35% while the TV ad was on air. This is in comparison to when the ad was originally run in early 2010, at that time experiencing no significant uplift in sales. This integrated approach clearly delivered tangible results for the brand, much more so than just a television advert alone.” Glenisk reported the following results: • There was a sales uplift of 35% when the ad aired. • The company got national airtime on Today FM, plus national and local PR coverage to a value in excess of 200,000. • There were more than 25,000 YouTube online views for the TV ad. • The number of Facebook fans doubled. • New fans, who joined for the contest, were encouraged to become 69 customers through free yogurt coupons. Facebook has recently updated its services to offer brands customized regional pages based on where fans are logging in from. Some content may be the same around the globe, but companies can use the facility to personalize the experience depending on where their fans live, which has helped many brands better connect with their audience. The Harlem Globetrotters basketball team increased traffic coming to its website from Facebook by 230% with a regionally targeted social media campaign,