We know a great fitting pair of jeans will get looked at. So we turned the camera around to execute the ultimate in product demonstrations. With a hidden camera in our girls’ Curve ID jeans, we caught everyone who looked at their butts.

Rear View Girls was a beautifully simple way to demonstrate the power of a great fitting pair of jeans – that had cultural relevance wherever it was seen.The media channel was chosen to elicit the greatest reach and response on a global stage in the shortest possible time - online. The media channel delivered and spawned the intended media spin offs.The seeding strategy, was designed to hit the most influential bloggers and web sites first and once seeded there, the PR was designed to be self perpetuating, each blog or web site, or tv channel or newspaper becoming part of the PR strategy.

Objective: 100,000 views on Youtube.Result: + 8,000,000 views.That’s 8,000% more than what we set out to achieve.

Including 82,000 shares on Facebook and 7,200 tweets.62% of views came from Blogs and in Social media environments, with only 28% coming from YouTube.