Lancome #GoNoFilter Digital Marketing Campaign


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Lancome India created buzz across digital towards the launch of their new product, DreamTone, leveraging a campaign to bring out the true beauty of women, asking them to #GoNoFilter.

MindShift Interactive leveraged their experience in devising an Instagram Influencer Marketing based campaign. The strategy adopted lead to a result of the campaign being named as the Highest Outreach campaign on Instagram.

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Lancome #GoNoFilter Digital Marketing Campaign

  1. 1. #GoNoFilter Campaign February 15, 2014
  2. 2. Objective To create awareness about Lancôme India’s new product launch - DreamTone
  3. 3. Insightful Digital Outreach Challenge • Lancôme wished to break away from the clutter and create noise for the launch of their new skincare product ‘DreamTone’ • Our audiences were not actively using Facebook to engage with brands Insight • Women love their skin • Women love to talk about all things pretty • They don’t like discussing their skin problems online • They love SELFIES • They looooove Instagram Solution • Organized an Offline Event in Mumbai & Delhi to launch DreamTone and our 7-day Photo Challenge • Influential Instagrammers in the beauty & lifestyle domain participated & got their influencers to indulge as well in the #GoNoFilter Challenge • #GoNoFilter brought out the brands necessity to showcase your flawless skills & skin
  4. 4. #LancomeLove – Influencer Meetup What? • #LancomeLove Event -22th Jan in Mumbai and 28th Jan in Delhi to announce the Launch of DreamTone How? • A luxurious Tea Party was organised at the Lancôme Boutique involving education about DreamTone and a relaxing pampering and rejuvenation for our 15 niche bloggers and twitter / instagram influencers Overall Impact: • Over 40 images of the event and products were shared on Instagram and Twitter by our Influencers using #LancomeLove • All the Influencers were excited to get started with the #GoNoFilter Challenge
  5. 5. #LancomeLove – Influencer Meetup
  6. 6. #GoNoFilter Campaign Why #GoNoFilter? • Lancôme DreamTone thinks that you don’t need a filter to beautify yourself or your photos. The way you look, things you say and do are pretty amazing the way they are, so #GoNoFilter! How? • For 7 days, Influencers on Instagram posted Photographs of what Inspired them, without a Filter and engaged their followers to participate as well • We selected 2 people who successfully participated in the Challenge and recognized them our Lancôme’s Instagram presence along with gratifying them with beautiful DreamTones
  7. 7. #GoNoFilter Campaign - Impact Followers on Instagram nearly doubled from 670 to +1200
  8. 8. #GoNoFilter Campaign – Impact Participants • ~125-150 Reposts (No. of people participating in the 7 Day Photo Challenge) • ~1000 posts using the #GoNoFilter
  9. 9. #GoNoFilter Campaign – Impact Engagement • Average engagement has been consistent at 7-8% • ~2.9K likes received for 60 posts plus ~300 comments • Increased product queries
  10. 10. Glimpse Of DreamTone Launch • Lancôme India launched DreamTone over a lavish sundowner themed evening hosted at Palladium Hotel Mumbai on the 4th February 2014 • Celebrity Cosmetologist, Dr. Rekha Sheth, and Stylist, Nishka Lulla amongst other beauty and lifestyle experts / journalists added a dash of beauty to the evening
  11. 11. #GoNoFilter – Instagram Outreach #GoNoFilter Outreach via Influencer activity 49000 Outreach via Reposts: 50000 Sub Total 99000 Ourtreach via 7 Day Challenge 693000 Grand Total 792000
  12. 12. #GoNoFilter - Twitter Outreach Total Tweets= 154 Tweets Highest No. of Tweets = 18 Tweets (4th Feb at 3.30PM)
  13. 13. #GoNoFilter - Twitter Outreach • Total contributors = 47 • Total Tweets = 154 • Direct Reach = 50,824 • Total Timeline Deliverables = 169,145
  14. 14. Contributors & their Tweets
  15. 15. #GoNoFilter – Tapping the Right Audiences ‘House of Misu’ Instagrammed several pictures of DreamTone and tagged us to share with their 1400 followers Entrepreneurs, Stylists, Bloggers, Fashionista’s etc. have been aesthetically inclined to share and converse about their purchases, favorites, etc.
  16. 16. Highlights • Drove awareness and sales enquires about DreamTone • Increased brand awareness and engagement with Target audience and Influencers • A benchmark case study for Instagram Influencer Marketing! #MindShift Total Posts using #GoNoFilter 1,000 Increase in Followers ~600 Targeted Participations 125 (Average klout of 400 Follower per person) Total Post Engagement 2900 (50 Likes per post) Total Campaign Outreach +792000 1st Indian Campaign with massive Outreach
  17. 17. #GoNoFilter Effect! Click!
  18. 18. Thank You