Falling in love:Pre-launch, to capture their hearts, we ran an online Harajuku treasure hunt to win a £1,000 shopping spree at Topshop.Our five dolls were hidden (for zero media cost) across targeted websites, each holding a code.

Cryptic clues guided our ‘Harajuku Lovers’ to find each one, collecting the codes to be in with the chance to win. A fantastic way to get them exploring the Harajuku world and personality.Spreading the Love:At launch, we expanded the love with an online campaign, packed full of rewards, on their favourite online and mobile sites, stimulating conversation and sharing.Excitement pulled through to retail, with a Karaoke Booth road-show. ‘Harajuku Lovers’ recorded videos in store, which were automatically uploaded to the Harajuku website.

We hosted a ‘best fan page’ competition across their social networks, so that their entire online friends network could also fall in love with Harajuku!

The love has spread with huge success.We have been the No.1 new female fragrance in Boots and Debenhams since launch - amazing given a budget 80% lower than the category standard!Interaction rates have also smashed the category norms, with the Harajuku Treasure Hunt, achieving a click-through rate 10x higher than average.Our ‘Harajuku Lovers’ have wholeheartedly embraced the brand:• 5,000 mobile wallpapers and screen savers downloaded.• 250k have engaged with our advertising.• 50k visitors to the WAP site.• £50k of PR generated.Defying category conventions, we inspired a craze. Generation Harajuku is born!