Brief Explanation

The challenge was to engage Male Filipino Teens into a community which allows them to freely express themselves through fashion and style, while creating awareness for SM BOYS TEENS WEAR- a product line of the Philippines’ largest chain of supermalls. Through a Facebook Promo Application, “POSE, POST, WIN!” campaign (created within SM-BTW’s FB Fan Page), these boys had to upload a fashion-photo of themselves showcasing at least one item from the said brand. Online voting determined the winning entries. The campaign was a hit, as popular bloggers sparked talks about it, and Fans grew by 111% in just three months.