We decided to make life easier for people in search of the perfect Mother´s Day gift by creating a collection of clothes and accessories designed specially for mothers: “Nothing”, just what mom asked for.

We decided to make life easier for sons and daughters in search of the perfect Mother´s Day gift by creating a collection of clothes and accessories designed specially for mothers: “Nothing”, just what mom asked for.

The “Nothing” Collection was introduced temporarily in all I AM stores in Guatemala City and launched through a video on social media and and in-store promotional materials. A special section within the stores was assigned to “Nothing”, and window displays were covered with promotional materials to get people to come in the stores.

In matter of days, the "Nothing" Collection had gone viral on social media, migrating to our fans' profiles and walls.

"Nothing" eventually caught the attention of the media, resulting in an ad value of approximately USD $115,000. Our sales results reached levels comparable to those of the holidays, exceeding our targets by 78%.