We designed a special photography and editorial production for each of the seven magazines with greatest circulation. Instead of featuring new fashion collections, we photographed models wearing their favourite clothes, with captions telling the story behind each garment. At the end, the product’s message: reestrená tus favoritos (wear your clothes like it was the first time.)We asked fashion and entertainment celebrities to choose one favourite garment, tell us its story and donate it to a non-profit organisation. Many television shows, magazines and newspapers covered this event.Finally, with these “famous favourites,” we organised an exhibit in the newest shopping mall of the country, connecting fashion and latest trends, where visitors could read the stories behind these clothes, make their donation and confirm, by themselves, the effectiveness of the product. All donations were given to an NGO. This campaign also had POP actions, instore media presence and a website: reestrenatusfavoritos.com

• 10% sales increase in Ayudín Ropa• 2,000 visitors to the 10-day exhibit• 750 donated clothes• Share record of the last 3 years, considering actions implemented by category competitors, especially Vanish• 20% increase in households of Ayudín Ropa Cuidado Activo y Ayudín Ropa Colores Vivos• 19% frequency use of Ayudín Ropa Blanca and 15% frequency use increase of Ayudín Ropa Colores Vivos• We designed an action that was aligned to the divisional strategy but was also particular to the Argentinian market