Libra needed to celebrate their design credentials and The Libra Design Project was born - an online series following six aspiring fashion designers battling to win their own runway show, hosted online with NZ’s largest broadcaster, TVNZ.Their challenge was to create designs and a catwalk show, in 42 hours, based around Libra’s unique design features e.g. snap lock closures, tapering, and pocket packs. Episodes were filmed weekly, edited and posted online within 48 hours and viewers controlled who won by voting online and eliminating contestants.Amplification via TV was critical in delivering reach, driving online participation and broadcasting the best content, while Facebook & Twitter drove traffic online.Additional touchpoints were created via a partnership with fashion chain ‘Bling’, social media based TV show U Live and the campaign was linked to purchase - giving away tickets to the live final via an in-store promotion.

The online series reached 700,000 NZers with 55% interacting with the showpage and voting. The overall campaign reached 3.3m NZers - 80% of the population.Independent research revealed 32% of females 18-29 were aware of The Libra Design Project.

The sales promotion delivered 43,888 entries to attend the final event.Share grew 4 pts to 24% - well above the initial two point goal.Libra’s preferred brand position improved. Competitors remained static or showed decline, indicating a strong switch to Libra.Significant amount of PR coverage was achieved including TV, newspaper/magazine editorial, blogs, Facebook and Twitter mentions.