BECO - LA MODA ERES TÚ

CHALLENGE
To position Beco, recognized for more than 50 years for its tradition and quality, as a store that sells fashion.

STRATEGY
Use the power of social networks to get in touch with a young and authoritative target in the fashion world. Subsequently create an experience that would emotionally connect consumers with the brand.

IDEA
To create a great multimedia fashion show in which the protagonists would be common people who live fashion every day and turn the streets into catwalks. To be selected as a model and protagonist of the experience, people had to register through the Facebook application and upload photos to overcome 4 challenges that would take them to the big catwalk.

RESULTS
- During the contest we obtained more than 2,000 registrations.
- More than 6,000 photos uploaded by users to overcome the 4 challenges.
- The photos obtained more than 100,000 votes, demonstrating the massive participation of the public.
- The number of Tiendas Beco Facebook fans increased by 302%.
- The Facebook application received more than 150,000 visits.
- On Twitter the brand and its hashtags were mentioned around 10,000 times.

And the most important, RESULT:
For the first time a store gave the leading role in its communication to ordinary people who strive to turn the streets into catwalks carrying a great message to all of Venezuela: Fashion is you.