We asked the manufacturer of the life-size WE girls clothing line to reproduce the entire collection in miniature. Then we produced 10,000 packages containing these bite-size outfits which were handed out on the launch day by promo teams, near shops that sell the real girls’ collection. We asked girls to create their own style with the clothing on their doll and to upload their creations on the website. We received hundreds of unique combinations. 10 girls won the same outfit as their dolls. And a photoshoot with a real photographer.

We handed out 10,000 packages to 10,000 girls. This created a rumour amongst a the little girls, parents and grannies. We received hundreds of unique combinations and got a lot of free publicity on fashion blogs. Ten girls ended up winning an outfit each and a photo shoot with a real photographer.

And the life-size girls collection? Well, that was sold out within two weeks.