We started a national search looking for these people, the “people of whose a statue should be erected,” and called all self-confident people to join us. We began on Facebook by creating a simple mechanism: Upload your dandruff-free photo, meet random people for three seconds, tag them with our predefined attributes (i.e. beautiful, smart, energetic etc.) and say if he/she is the exemplary person we are looking for.

Once our contest finished, we found a man and woman the rest of the country voted as our exemplary people and erected statues in their honour. In Taxim Square, the centre of Istanbul and Turkey’s most important place, the entire country witnessed statues getting erected to signify people who emit incredible self-confidence and make a great first impression … all thanks to H&S. People who best exemplified our pre-defined attributes also received statues as well: bobbleheads representing their H&S characteristic.

We have erected 2 life-size statues to Taxim Square and 15 bobbleheads to people desks. For the first time, we owned and embodied one of the most impressive Turkish expression.App’s monthly active users reached 65,000. H&S page has got 16,000 new fans (+14%) during the contest and 6,000 (+650%) talked about this.Unaided Brand awareness increased by 20% and reached its peak vs. L3M.Value and Volume shares reached their peak in Jan ’12 vs L3M w/ +10%. H&S has got 2x more volume share and 3x more value share than its primary competitor.