KISS PAYOT
Social media contest

To promote a new lip care product, engage users and create buzz, a large-scale Instagram challenge with a viral loop was held. The users were invited to subscribe to @payotrussia, post a GIF with an air kiss and #KissPayot and 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.

About Payot
 

Dedicated exclusively to skincare, the brand supports women from one generation to the next, at every moment of their life. For almost 100 years, PAYOT helps women take control of their daily beauty. Like a real beauty coach, PAYOT offers a unique alchemy between innovative formulas from the latest scientific advances, and the sensoriality of its products – the brand’s legendary signature.

 
Suprême jeunesse lèvres

PAYOT brings all the anti-ageing expertise of the Suprême Jeunesse line to the lips. This highly effective, ultra-targeted volumising care nourishes the lips, fills wrinkles, plumps and redefines the lip contour, by virtue of precious white flower extracts and hyaluronic acid.

It is more than just a care product, it revives the natural color of the lips and enhances them with a glossy finish that brings out the beauty of the smile. 

Aims

Build brand awareness & product knowledge 

Translate emotional values and build emotional connections

Drive UGC

Solution

Large-scale Instagram challenge with a viral loop to engage more users and create buzz 

Road map
Air kiss challenge

1 Subscribe to @payotrussia

2 Post a GIF with an air kiss and #KissPayotX

3 Tag a friend to continue the chain of air kisses 

Prize fund

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.

Local supportive content
Creative mailing

OL’s received the product with a watercolour poster drawn exclusively for the project.

Pcs of UGC

Influencer seeding

19 OL’s announced the contest on Instagram

and generated OTS exceeding 2 mln

and 45k reactions.

Results #kisspayot
36
chains
89 users
participated
in the longest air kiss chain
> 900
subscribers
305
participants