To launch Front Row, a new range of hairstyling products...We created a national 'IT girl' competition - the prize: an internship at Grazia and a 'front row' seat at London Fashion Week. To win, candidates had to get the most votes/followers by persuading them they were the most stylish. This involved blogging about their style credentials, creating youtube 'style' videos or gaining followers through facebook.
The campaign created a massive online community: at its peak there were 6,000+ members and over 250,000 hits a day on the Front Row site, with hundreds of
youtube videos uploaded and numerous
blogs started. There were also regional events in five key cities promoting the competition.
Marketing Week also did a feature.
