When Unilever launched PF Chang's Home Cuisine, our budget was modest. Like modestly zero.

So we had a simple idea to promote it -- take over CNN’s homepage and make the text Chinese. The only English is the banner asking, “Want to learn perfect Chinese?” The site then reverts to English, and the banner reveals that making Chinese food at home is now easier than you think. 

Below that is a promo we devised partnering with Netflix. Whenever someone ordered a movie from the Asian genre, they also received a message and discount from PF Chang's.