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#GoNoFilter	
  Campaign	
  
February	
  15,	
  2014	
  
	
  
Objective	
  
To	
  create	
  awareness	
  about	
  Lancôme	
  India’s	
  new	
  product	
  launch	
  -­‐	
  
DreamTone	
  
	
  
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	
  OfKline	
  Event	
  in	
  
Mumbai	
  &	
  Delhi	
  to	
  launch	
  
DreamTone	
  and	
  our	
  7-­‐day	
  
Photo	
  Challenge	
  
•  InKluential	
  Instagrammers	
  in	
  
the	
  beauty	
  &	
  lifestyle	
  domain	
  
participated	
  &	
  got	
  their	
  
inKluencers	
  to	
  indulge	
  as	
  well	
  
in	
  the	
  #GoNoFilter	
  Challenge	
  
•  #GoNoFilter	
  brought	
  out	
  the	
  
brands	
  necessity	
  to	
  showcase	
  
your	
  Klawless	
  skills	
  &	
  skin	
  
#LancomeLove	
  –	
  InBluencer	
  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	
  inKluencers	
  
Overall	
  Impact:	
  	
  
•  Over	
  40	
  images	
  of	
  the	
  event	
  and	
  products	
  were	
  shared	
  on	
  Instagram	
  
and	
  Twitter	
  by	
  our	
  InKluencers	
  using	
  #LancomeLove	
  
•  All	
  the	
  InKluencers	
  were	
  excited	
  to	
  get	
  started	
  with	
  the	
  #GoNoFilter	
  
Challenge	
  
#LancomeLove	
  –	
  InBluencer	
  Meetup	
  
#GoNoFilter	
  Campaign	
  
	
  
Why	
  #GoNoFilter?	
  	
  
•  Lancôme	
  DreamTone	
  thinks	
  that	
  you	
  don’t	
  need	
  a	
  Kilter	
  
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,	
  InKluencers	
  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	
  
#GoNoFilter	
  Campaign	
  -­‐	
  Impact	
  
	
   Followers	
  on	
  Instagram	
  nearly	
  doubled	
  from	
  670	
  to	
  +1200	
  
	
  
	
  
#GoNoFilter	
  Campaign	
  –	
  Impact	
  
Participants	
  
•  	
  ~125-­‐150	
  Reposts	
  (No.	
  of	
  people	
  participating	
  in	
  the	
  7	
  Day	
  Photo	
  
Challenge)	
  	
  
•  ~1000	
  posts	
  using	
  the	
  #GoNoFilter	
  	
  
#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	
  
	
  
	
  
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	
  
#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
#GoNoFilter	
  -­‐	
  Twitter	
  Outreach	
  
Total Tweets= 154 Tweets
Highest No. of Tweets = 18 Tweets (4th Feb at 3.30PM)
#GoNoFilter	
  -­‐	
  Twitter	
  Outreach	
  
•  Total	
  contributors	
  =	
  47	
  
•  Total	
  Tweets	
  =	
  154	
  	
  
•  Direct	
  Reach	
  =	
  50,824	
  
•  Total	
  Timeline	
  	
  
Deliverables	
  =	
  169,145	
  
Contributors	
  &	
  their	
  Tweets	
  
#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.	
  
Highlights	
  
•  Drove	
  awareness	
  and	
  sales	
  enquires	
  about	
  DreamTone	
  
•  Increased	
  brand	
  awareness	
  and	
  engagement	
  with	
  Target	
  audience	
  and	
  InKluencers	
  
•  A	
  benchmark	
  case	
  study	
  for	
  Instagram	
  InBluencer	
  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	
  
#GoNoFilter	
  Effect!	
  
Click!
Thank	
  You	
  

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Lancome #GoNoFilter Instagram Campaign

  • 2. Objective   To  create  awareness  about  Lancôme  India’s  new  product  launch  -­‐   DreamTone    
  • 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  OfKline  Event  in   Mumbai  &  Delhi  to  launch   DreamTone  and  our  7-­‐day   Photo  Challenge   •  InKluential  Instagrammers  in   the  beauty  &  lifestyle  domain   participated  &  got  their   inKluencers  to  indulge  as  well   in  the  #GoNoFilter  Challenge   •  #GoNoFilter  brought  out  the   brands  necessity  to  showcase   your  Klawless  skills  &  skin  
  • 4. #LancomeLove  –  InBluencer  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  inKluencers   Overall  Impact:     •  Over  40  images  of  the  event  and  products  were  shared  on  Instagram   and  Twitter  by  our  InKluencers  using  #LancomeLove   •  All  the  InKluencers  were  excited  to  get  started  with  the  #GoNoFilter   Challenge  
  • 6. #GoNoFilter  Campaign     Why  #GoNoFilter?     •  Lancôme  DreamTone  thinks  that  you  don’t  need  a  Kilter   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,  InKluencers  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. #GoNoFilter  Campaign  -­‐  Impact     Followers  on  Instagram  nearly  doubled  from  670  to  +1200      
  • 8. #GoNoFilter  Campaign  –  Impact   Participants   •   ~125-­‐150  Reposts  (No.  of  people  participating  in  the  7  Day  Photo   Challenge)     •  ~1000  posts  using  the  #GoNoFilter    
  • 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. 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. #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. #GoNoFilter  -­‐  Twitter  Outreach   Total Tweets= 154 Tweets Highest No. of Tweets = 18 Tweets (4th Feb at 3.30PM)
  • 13. #GoNoFilter  -­‐  Twitter  Outreach   •  Total  contributors  =  47   •  Total  Tweets  =  154     •  Direct  Reach  =  50,824   •  Total  Timeline     Deliverables  =  169,145  
  • 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. Highlights   •  Drove  awareness  and  sales  enquires  about  DreamTone   •  Increased  brand  awareness  and  engagement  with  Target  audience  and  InKluencers   •  A  benchmark  case  study  for  Instagram  InBluencer  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