For marketers, the digital landscape has made it somewhat easier to identify social influencers. The following examples illustrate how brand awareness and brand advertising are used in practice. Coca-Cola is a well-established brand with a long history and one that has achieved market dominance. For any brand, such as Coke, that controls some 70 percent of market share, there are relatively few opportunities to enlist new customers. Yet Coca-Cola is always on the lookout for novel communications that not only maintain its brand awareness, but that bring the brand to the attention of new audiences. The company launched a campaign which became known as "Share a Coke", with the campaign objectives; "to strengthen the brand’s bond with Australia’s young adults – and inspire shared moments of happiness in the real and virtual worlds." The campaign, originally launched in Australia, became so successful that it was subsequently rolled out to other countries. The concept was to introduce personalized Coke bottles or cans. Popular names were written in a 'look-alike Spencerian script' which is part of the Coke brand's distinctive brand identity. The campaign organisers seeded social media by targeting "opinion leaders and influencers to get them to […] lead the conversation and encourage others to seek out 'Share a Coke' for themselves". Within days celebrities and others with no connection to Coke were spreading the concept across social networks. The campaign extended the audience reach as more people were exposed to the messages. According to Coke's creative team, "That [Australian] summer, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people". This campaign helped Coke extend its awareness across a broader age profile as they interacted with each customer on a personal level. Consumers experience few difficulties assigning a personality to a brand and marketing communications often encourage consumers to think about brands as possessing human characteristics. When brands are infused with human-like characteristics, it can assist in communicating a brand's values and creating distinctive brand identities that serve to differentiate an offering from competing brands. "In an increasingly competitive marketplace, [some] companies rely on brand characters to create awareness, convey key product/service attributes or benefits, and attract consumers" (Keller, 2003). The use of anthropomorphic characters has a long history. For example, the Michelin man, employed as a memorable character to sell Michelin car tyres, was introduced as early as 1894. These characters benefit the brand by creating memorable images in the consumer's mind while conveying meanings that are consistent with the brand's values.