We created a Facebook page for readers to nominate characters, vote for a winner and share their Facebook activity on their walls.

We also created a few bespoke prints which featured in the FHM Singapore edition, as well as on their collateral.

It was an 'online-only' campaign with no paid-for media. But it still translated to some real numbers, in terms of brand engagement as well as at the news-stands, delivering a great ROI for FHM.

The website received over 360 contributions. Almost 4,000 votes were cast, eventually whittling the leaderboard down to the number one 'readers’ choice', the Tooth Fairy.

The print edition of also enjoyed a 23% increase in total issues sold (over the issue before) and sold 15% better than the yearly sales average. It even beat the last feature issue for the 'real' 100 Hottest Girls by 5%.