212 VIP was a new fragrance geared towards the “It crowd”. Our communication featured the tag, “Are you on the list?”, the perfect bait to capture the trendy’s attention.

We crafted a microsite to drive all of our online, social and TV executions. To get the word out, we partnered with MTV and Fox, and even developed an "Are you on the list?" contest on Facebook. Users selected friends that they thought were worthy of the 212 VIP list.

We hired the famous photographer Gerard Estadella to snap photos of 212 VIP appearances at the hottest Spanish clubs. These photos were displayed in Barcelona and Madrid for all to wonder if they would make the list. We brought our concept to the stores by generating spectacular displays.At the end of the contest, Facebook users with the most votes were invited to the fabulous 212 VIP trip to NYC!

The campaign led to extraordinary success. Carolina Herrera 212 VIP became the #2 selective market feminine fragrance launching terms of sales during the 2010-2011 Christmas campaign in Spain. The Facebook contest garnered more than 21,000 participants, and the fabulous club celebrations across Spain were a huge hit. The parties only gained unparalleled media attention, supplying 212 VIP with free PR in local blogs, websites and TV channels. The buzz circled Spain as consumers lined up to smell like a VIP.

Carolina Herrera 212 VIP found its new entourage.