Educate young Canadian women about beauty through Vervegirl Magazine and partnerships with Proctor & Gamble and Elite Model Management.
HOW WE DID IT
Collectively, we supported and celebrated the cultural diversity of young Canadian women between the ages of 13-24 through a beauty contest. Through Vervegirl.com, videos and photos were submitted and voted on. Celebrity judges and media outlets created excitement and credibility to the nationwide search. Five winners received prizing from Biore and Powder were featured in the fashion spread of Vervegirl Magazine and one winner received a one year contract with Elite Model Management and another winner appeared in a Powder Room catalogue photo shoot.
Youth Culture properties involved were Vervegirl Magazine and Vervegirl.com.
RESULTS
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Over 2,478,500 impressions, a value 5 times higher than the clients' investment
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Vervegirl.com received over 3,000,000 impressions in 25 different media outlets including TV, Internet and Newspaper.
