A new, 2-step lipstick is to be introduced via social media, combining the two steps of the process as a "knockout combination"
User are asked to share they favorite #knockoutcombination on instagram, for examples peanut butter & jelly, false lashes and a sweater, anything that they thing. among the users participating, different kinds of prizes are given out.
The campaign website contains all of the information, both for the products as well as for the competition and shows part of the official Instagram stream. On Instagram, the brand re-posts the best entries so that users who participate get the additional exposure, to further encourage participation. With the competition, the brand can get a large number of participating users streams and spread to a large number of accounts, further increasing awareness.