Secret’s leadership had been compromised by Dove’s “Real Beauty” campaign but had the opportunity to reassert itself with its upcoming 50th anniversary. We needed to renew Secret’s talk value and show the world that it’s fun and relevant but doesn’t act its age.

Target: Strong, confident women 12+ with a bull’s-eye age of 15-24 who have total control over the way they shop, interact with brands and communicate with media.

Insight: A lightning bolt of intensity lives in tightly-kept secrets …and these women have a lot of them. Given the forum, women love the cathartic impact of anonymously revealing secrets.

Secret.com traffic increased 470% to 7.4MM hits in 2 months after launch. 6.8MM people shared secrets on site / text message. 45 consumer and media mentions with over 30MM impressions. 9MM subway riders exposed to secrets plastered everywhere. $150,000 donated to ‘Dress for Success’ charity.

Women revealed their Secrets on the Reuters and NASDAQ boards in Times Square (first ever advertiser-takeover of both boards simultaneously!) by text-messaging and through stations accessing the public website, shareyoursecret.com. Each interactive station featured strong women in trendy retro outfits that marked each decade of Secret’s existence. When women read others’ secrets it motivated them to share with the world their own secrets.

Secret’s unprecedented takeover of Times Square invited strong women to share their secrets. Revalations began in subways, on taxis and buses then got hotter when 200 brave women showed their own secrets on t-shirts. Secret donated $1 to “Dress for Success” charity for every secret revealed. The celebration linked to TV and print, encouraging women to look up other Secrets on shareyoursecret.com and was filmed by GoTV Mobile Network and other newscasters.