Women revealed their Secrets on the Reuters and NASDAQ boards in Times Square (first ever advertiser-takeover of both boards simultaneously!) by text-messaging and through stations accessing the public website, shareyoursecret.com. Each interactive station featured strong women in trendy retro outfits that marked each decade of Secret’s existence. When women read others’ secrets it motivated them to share their own secrets with the world.

Secret.com traffic increased 470% to 7.4MM hits in 2 months after launch. 6.8MM people shared secrets on site / text message. 45 consumer and media mentions with over 30MM impressions. 9MM subway riders exposed to secrets plastered everywhere. $150,000 donated to ‘Dress for Success’ charity.