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Best product deserves best campaign

ANR – the star product of Estee Lauder for more than 25 years.

Now re-launched a "2.0"version in China.

How to create an digital campaign to maximum the launch as well

as delivery the message:"It makes you look even younger"

Teaser phase: Everyone just upload their photo will get back a more brighter and more beauty photo in no time. The"magic"

site like a auto-photoshop tool for the users. More than 10,000 users engaged it within 2 month. Around 7,000 actual photo received

by uploading. Well, what's next?

Launch:  a completed campaign site invites users to guess the uploader's age behind the photo.

(you have 3 chance to guess) More you are right, the more change you will be the winner. The

winner will get the ANR product for more than 10 years for free. 

RESULT

With a very limited media budget, this digital campaign beyonds the

client's expectation – See the numbers: