Forever 21. The US chain comes with 4000 m² on the Mariahilfer Street. Buzz marketing should be done exclusively through Facebook.

The aim of the campaign was to attract attention and high involvement of the target group 15- to 25-year-olds. The campaign should be run exclusively through Facebook, with no budget for ads. Together with PR International and office Hirzberger Events, a strict Word-of-Mouth campaign was developed – the online agendas were designed and implemented by iService.

The success was stunning. The Facebook page for the opening event alone had more than 9,000 fans within 2 days – at a time when the store on the Mariahilfer Street 47 was still a single construction area.

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