Girlfriend
When Justin Bieber was preparing to launch his second fragrance for Elizabeth Arden’s charitable arm – Give Back Brands – he (naturally) turned to two grown men, who then turned to the places that launched Justin into super-stardom in the first place: YouTube and his millions of teenage fans around the world.
During a two-week competition challenging his fans to remix his song “Boyfriend,” we sifted through thousands and thousands of submissions, crashed Tumblr more than once, spawned one of the year’s biggest memes and edited a spot that crowned one fan Justin’s Girlfriend during the premiere of The Voice.
#throughyoureyes
It seemed that everyone wanted to be Justin’s Girlfriend. So, we made their dream come true with a series of videos shot through their eyes. Starting with a series of teasers, we promised fans that more content would be released once #Girlfriend trended globally – which took a whopping seven minutes.
In the end, Girlfriend became the number one fragrance that holiday season. Justin beat out Obama at the Webbys. And fan reception to the new version of “Boyfriend” recorded for the spots inspired an uber-successful acoustic rerelease of his album “Believe.”
Not bad for a perfume ad.