Za Beauty India wanted to promote their True White range of products on social media and the core brief was to build awareness of the line amongst new audiences. “Truth is Beautiful… Always” was the insight that drove the campaign.
MindShift Interactive launched with core insight that today’s youth increasingly uses emojis as a mode of expressing themselves, versus just words.
India’s first emoticon based contest was launched to increase interactions and new followers, with a focus on the mobile dependent audiences.
The participants were asked to use only emojis and tell us what #TrueBeauty is to them.
Emojis are now used globally because they surpass language barriers and are a universal language amongst our target audience
The entries received were all unique and highly creative because of the nature of the contest and peaked with a total outreach across Instagram and Twitter of 1.35 Million.