Skip is a familiar detergent in our market, but the new version is more biodegradable and comes in a recyclable bottle. We had to get fashionistas talking about the new formulation. Through a job-creation scheme we transformed old Skip detergent bottles into 750 waterlilies, 50 fish, 300 dragonflies and 1,500 seagulls. We then used them to create a unique installation in the country's leading shopping mall. From a 4-metre tall washing machine, the recycled bottle creatures soared past upmarket boutiques like Mango and Gucci.

To get fashion journalists to the launch event, we first sent an email to 'save the date'. Positive RSVPs received a formal invitation of a delicates laundry bag containing a must-have snood (half scarf, half hood) and the printed invite.

At the cocktail event, all food and decor was themed around flowers, natural fabrics, and the environment. The singer and hostesses, for example, were accessorised with re-created bottle headpieces.We prompted social media commentary with plasma screen Twitter feeds positioned around the event. As guests arrived, they immediately began posting pictures of the installation to their blogs and sites.As the journalists left, they were given a laundry bag gift together with sample bottles. Most important though, was a clothes-peg USB memory stick. This contained product press releases, but also up-to-the minute photographs for fashion, social and design blogs, websites and press articles.

The invitation was hand-delivered to a select group of fashion leaders and opinion formers. In the spirit of the Skip product, it’s as eco-friendly as possible. The ‘delicates’ washing bag invitation shows that the new detergent is especially gentle.Inside, for value and interest, was the latest fashion accessory, an 100% organic cotton snood (half scarf, half hood). The printed invitation, on chlorine - and bleach-free paper, elaborated on the event's details. Finally, 2 promotional sachets were wrapped in branded tissue paper, along with a useful clothes peg flash drive already loaded with images and press releases.

• The client got a 4 times return investment, based on accepted PR evaluation rates.• By popular demand from the public and the tenants of the shopping mall, the mall doubled the installation's contract period – at no extra cost!• The Skip installation achieved extensive national TV and online exposure, including the country's most viewed morning breakfast show.• Exposure extended beyond just fashion, decor, and lifestyle blogs to social, design, and ecology sites.