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. 

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

client's expectation – See the numbers: