For the launch of a new epilator, the agency was tasked with developing an insight based and non-traditional campaign that would both grow sales and drive PR interest.To achieve this, the agency leveraged the beauty of the 2006 Miss Universe runner-up and the contestants for Miss Universe Japan to promote to Japanese women the confidence that derives from having smooth legs.The work became the first major campaign in Japan to be solely driven through digital media and influencer marketing (blogging) creating an estimated US$600,000 incremental media value. Sales exceeded the targets by 27%.