Our task was to raise the awareness of Peroni and get the brand associated with fashion and style in the Finnish market. We launched open recruitment in social media where we started to look for the most stylish Finn to be our official Peroni Style Ambassador. To be relevant and true for our picky target audience we had, of course, to work with the right people. So we co-operated with stylists, streetwear communities, fashion boutiques and fashion-related events to reach our target group. Results: Association with style +38% Brand awareness +46% Sales growth +10%