Mango commissioned Penelope Cruz and her sister to design an exclusive collection and we wanted to make sure everyone knew about it.After the massive high-profile launch, we needed to continue to drive traffic and sales for 3 months without launching any new lines of merchandise.We based our strategy on a really simple insight. There is one universal question that all women ask every day: What should I wear today?

D-Day sales vs. previous Saturday: Barcelona +47%, Madrid +65%.

Peak Sales in flagship + 15% vs. last year + 33% vs. previous month."What should I wear by? By Mango" +18 vs.Oct '06, + 13% vs.Nov '06.Awareness exceeded competition: +41% vs.H&M, +54% vs.Zara.7,752,800 site visitors / click-through 0.95%.

At the launch, we hoisted a canvas across the flagship store that gradually unzipped revealing the new collection. Outdoor transformed into shop windows - complete with mannequins. Local transportation wrapped with collection and press covers were dressed to kill.To maintain momentum post-launch, we determined that a woman’s daily question requires a daily answer.Created “What should I wear? by Mango”:13 micro-TV shows, a daily tips website and an interactive diary for sharing personal fashion secrets.

Our target is very fashion aware, so we established a touch-point route that naturally greeted the consumers as they moved throughout their day. We selected the TV phenomenon of the season and the internet to broadcast 13 shows. We harnessed the power of engagement and social networks with the highly personalized interactive diary.