The Fashion Week TV interview (5) reached a 4.5 to a 5 points rating during the week.The Cansandra awards red carpet reached a 19.53 points rating.3,000 people uploaded their photos wearing the poster cutouts.The actions became trending topic gaining free press in TV, magazines, newspapers and social media. More than 1,300,000 impressions .268,538 unique visits.769,550 clothes combinations seen.The brands social network had a 620% increase.The fashion department increased 53% in buying preference.*In a 5 month period.

Attacked the fashion world through: TV, special events, viral and guerrilla-Fashion Week 2011: We negotiated with the TV shows that covered the event and the designers that would be interviewed by them. We dressed the host and the designer with clothing from our stores that matched the subject being discussed.-The Casandra Awards: During the red carpet we did a live action with the lead presenter. As she discussed the trends, we had her dressed in a white gown and projected our combinations on her dress.-Virally: Partnered with influential trendsetters, we created videos of them dancing and wearing our clothes.-Guerrilla: We engaged people to try on our clothes with a life size poster that worked like a big napkin-dispenser. People passing by could tear off the outfit and try it on.All the action directed to a website where you could find new combination and see their cost.

La Sirena is the retail leader in Dominican Republic, a store that is known for excellent quality and price in each department. But the fashion department was slacking, due to the fact they didn't carry high-end brands people did not consider them a fashion option. Our audience were young women that are fashion conscious, who look for the latest trends but don’t have money to always spend in high in brands.We wanted to re-launch their fashion department and change peoples perception by showing, you could get fashionable clothes at low prices. In Dominican Republic fashion is influenced by special events, designers and trendsetters.For this we created a series of tactical actions that would surprise the target and expose our clothes in the most relevant events and in the most influential people of the Dominican fashion world, through special events, viral marketing and guerilla. Creating lots of WOM.