Denim brand Mavi has started a new marketing campaign in stores; called „Meet the Mavi People“, in order to address a young target group to join the Mavi community. The campaign had its debut at the re-opening of Modehaus Klingenthal in German Herford on Sep.2, where Mavi was searching for the “Mavi Serena Girl”. Young girls between 15 and 25 years could have their picture taken; the best picture was awarded with a Mavi gift certificate of €200 and was the profile picture of Mavi’s facebook page for September. The campaign will be continued at least until the end of the year at the Mavi stores in Berlin and Frankfurt as well as at further retailers who distribute Mavi.

The campaign already was started online in the summer when the brand invited facebook users to participate in a photo competition. Every week, the picture with the most “like” clicks was awarded with a product from Mavi’s online store. The most aesthetic picture will be selected by a special jury later this fall with the first prize being a participation in a photo workshop.