Social Campaign

Justin Bieber / Girlfriend Sing-Off

When Justin Bieber was preparing to launch his second fragrance, Girlfriend, he turned to me – a grown man – who then turned to what sent him into superstardom in the first place: YouTube and his millions of fans.

Our two-week "Boyfriend" remix contest crashed Tumblr , birthed a viral meme, and culminated in a spot crowning one fan as Justin's "Girlfriend" during The Voice premiere.

Fans everywhere wanted to be his Girlfriend, so we created POV videos putting them in the role. 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.

Result? The #1 holiday fragrance, a Webby win over Obama, and an acoustic album rerelease inspired by the success of our spot.

Not bad for a perfume ad.