Justin Bieber's Girlfriend

When someone as recognized as Justin Bieber comes to you to launch his new fragrance - "Girlfriend" - you know you've got to go big or go home. So, we took a page out of his own book and turned to the very place he launched his career: YouTube.

In challenging fans to write and record "Girlfriend" versions of his hit, "Boyfriend," we had girls around the globe singing about his new fragrance.

And just when the frenzy hit its peak, we indulged Justin's fans by allowing them spend a minute as his girlfriend through their very own eyes.

This, undeservedly, beat out President Obama's re-election push to win Social Media Campaign of the Year at The Webby Awards.