One of Pupa’s targets in Russia is to build brand awareness and drive trial among millennials. Pupa mascaras have always been among best-selling products with a high retention, so the planned launch offered an opportunity to engage young audience. Together with the brand team we developed and ran a multi-faceted campaign clustered around a social media contest. The 5 winners had a photo shooting with a celebrity photographer and were invited to the grand Pupa Vamp Party.