To ensure we connect with a young target, we got inspired by newer social networks like Vine, Instagram, Tumblr and Pinterest, and made a responsive HTML5 site to ensure mobile use.

In the site, there was an animated catalog, together with a 6-week long fashion contest, where users can upload their own photos, and compete to win 2 cars, among with other big prices.

To participate, the users had to spend $600 Mexican Pesos ($43USD) at Liverpool. They received a code, enabling them, to uploading 1 picture to the site, which a group of famous fashion editors would judge.

We accomplished to lower the average age from 35 to 22 years old, while reaching the goal of 11% growth in return on investment, and to succeed in social networks like no other major brand had before.

Over 16,000 registers, 600,000 visits. A returning average of 15 times, 7.49 pages and 5 minutes and 19 second per session. Accumulating in the 6 weeks, 117 minutes per user.

8,000,000 impressions of the catalog and 20,000 shares.

3,000 uploaded pictures from users with 16,000 shares.

We produced 65 “Vines”, shot on 5K RED EPIC, so the stills could also be used in print.