We tried something new. We asked our customers to share their own 7-day stories online. To introduce the idea, a camera crew followed top Japanese model Ai Tominaga 24 hours a day for 7 days as she got ready for the Paris Collection. People could watch her journey, totally unscripted, in real time. Then we asked our audience to share their 7-day stories. Five stories were filmed to show what women go through in 7 days, in a meaningful and honest way. The audience could decide which one was the most powerful. TV-show/TVC/Print-ad drove interest to the website.

The response was phenomenal. The number of web visitors became our client's best ever. 1st online engagement for Lux. 1st real time interactive documentary. Also in terms of sales, total brand market share increased from 12% to 14% in 13 weeks.