Ferragamo sought a unique social campaign for their iconic W bag; named after Wanda Ferragamo the W bag celebrates the lavish lifestyle associated with jet-setting to glamourous locales & the lavish lifestyle of the fashionable Ferragamo woman.
The result of this initiative; the W List; a Facebook Connect socialized microsite where visitors are invited to tell their inspiring stories of chic destinations, spin tales of their experiences in exotic locations & promote their entry within their social network to solicit votes to move to the top of the list.
The winner of the most inspirational story, selected by Ferragamo Creative Director Massimiliano Giornetti, was presented with a one-of-a-kind W bag. Additional winners who finished in top vote positions on the list were rewarded by being the first to receive Spring/Summer 2011 limited edition W bags.
Top A-List fashion influencers, bloggers & celebrities brought a tremendous volume of vote, view & social network traffic to the W list culminating on over 2.5 million brand impressions without a dime spent on paid media.