Once the concept “Reveal your perceived age” has been determined, digital media and/or platforms have been chosen to promote and support this campaign.

• A dedicated micro-site was the main destination of the campaign where all interaction would occur.• By seamlessly integrating pictures, Facebook Connect and voting, this site gave both a valuable insight to visitors and an incentive to participate in the campaign.• As the online experience took place over a 7-day period, the product attributes were reinforced, as it claims to show visible effects within 7 days.

• With more than 470,000 pages seen and over 44,000 unique visits to the website, the objective of 400,000 interactions was easily achieved within 3 months.• A little over 29,000 unique visitor over this 3 month period.• Users navigated on average through more than 10 pages per visit and stayed on the website for more than 3 minutes and a half, which is a great result in web standards.• Visit conversion rates for subscribing and uploading pictures (2,589), voting (19,334) and consulting results (13,117) were very high.