The brief was to reinvigorate 17’s credibility in the F16-24 market whilst reinforcing their fast fashion proposition.Interactive banners drive traffic to the brand’s myspace profile which features videos, blogs and editorial content from top make-up artists, fashion designers and style icons.The ‘Create with 17’ series of UGC competitions allows consumers to submit their own looks for the chance to co-create products and work alongside established make-up artists.Videos give make-up advice and trend insights, sparking discussion in community forums while fostering repeat visits and viral circulation.22 weeks in: * Awareness – 189,106 views * Endorsement – 4,557 friends * Engagement – 2,367 submissions