In April 2017 the online store of Clarins Russia celebrated its third anniversary. To promote awareness, drive subscriptions and online purchases, we ran a large-scale creative contest on Instagram. The participants were invited to make a purchase online and publish a photo in red colors with the unique purchase code and personal testimonials. Within three weeks we resulted in 600 pics of UGC and 7000 subscriptions. In 2017 the campaign won a bronze award in Tagline Awards.