We created a new product by Kiehl’s and Wonderzine specially for these girls —a special AfterPartyKit that was distributed only on weekend morning to rescue those who partied hard the day before.

The Kit consisted of all the essentials that are needed to survive after the party: a bottle of mineral water, an energy bar and 2 products from Kiehl's with an instant effect.

1) It started with a native article. 5 opinion leaders shared their morning-after tips. Based on their advice we created the AfterPartyKit – a box of essentials delivered to the party animals in the morning.

2) In the banner and on Wonderzine we place a special SOS banner, that appeared only on Saturday and Sunday mornings.

3) Girls sent their SOS signals. Readers used it to submit their contact info to get an emergency #AfterPartyKit delivery.

4) Shortly after (within 4 hours) these boxes were sent out as an emergency delivery straight to the door of those who needed help.

5) Magically recovered girls took pictures of their kits and shared them all over social media, encouraging others to order the Kit on the next weekend mornings.

In five weeks:

— we got 4256 requests

— 972 mornings were saved

— 2 800 000 organic social reach

— AfterParty Kit products became TOP2 in Kiehl’s Russia e-shop