Insights showed that consumers could not differentiate between the fashion brands without the assistance of brand labels and were instead choosing based on brand hype. In response, we fashioned a promotion that created a storm via a live fashion display from street to store with a ‘Style-up Yourself’ Facebook contest for a spot in the next MANGO fashion magazine spread. These activities ensured MANGO as the preferred brand as they were done within the proximity of trendsetters, from the on-ground activation on the streets and in-store to the digital arena via Facebook.

Sales for MANGO’s Spring/Summer collection 2011 experienced a 25% uplift, compared to the previous year's; a clear indication of perceptual shift.30% of discount vouchers distributed to the campaign participants were redeemed versus the retail redemption benchmark of 3%.An encouraging 6 out of 10 onlookers entered the stores.Campaign drove 11,500 visitors on the MANGO International Facebook page. The photo submissions naturally became MANGO’s digital magazine as it was shared with their friends with similar fashion interests to garner online votes.

1,244 photos were uploaded, garnering 2,268 (unique) Facebook shares, reaching out to at least 230,000 more eyeballs.