Pierre Robert wanted to get more women to try out their tights, to prove that the quality is better than most people think. Even though the product is sold in mundane grocery stores.
So how do we let millennials know about Pierre Robert as well as getting them to try out the quality?
#Bikemytights tailored to an urban weekend behavior: #selfies. Women were asked to post a selfie of their night whenever their tights broke along with the hashtag #Bikemytights. Automatically notifying our stand-by bike messengers to deliver, all while live-streaming the event throughout the fall weekends. Thousands engagements and thousands more media impressions later: Pierre Robert's quality and accessibility was well-known.