Kiss Payot Instagram-challenge Коммуникационное агентство Upside
Task
Build brand awareness and product knowledge, translate emotional values, build emotional connections, drive UGC.
Ideas and solutions
To accomplish all goals and objectives we decided to carry out Air kiss challenge on Instagram. The mechanics was: subscribe to @payotrussia, post a GIF with an air kiss and #KissPayot, tag a friend to continue the chain of air kisses. The user who started the longest chain of air kisses received an IPhone X, the rest of the participants of the winning chain – Supreme Jeunesse Levres lip balm. OL’s received the product with a watercolour poster drawn exclusively for the project and 19 OL’s announced the contest on Instagram and generated OTS exceeding 2 mln and 45k reactions. The total number of participants reached 305 with 89 GIF’s in the longest chain of air kisses
