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Za #TrueBeauty Emoji Contest

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Za #TrueBeauty Emoji Contest

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.

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.

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Za #TrueBeauty Emoji Contest

  1. 1. #TrueBeauty Contest Report 17th April - 18th April, 2015
  2. 2. Brief Za India wanted to promote their True White range of products on social media The core brief was to build awareness of the line amongst new audiences “Truth is Beautiful… Always” was the insight that drove the campaign
  3. 3. Concept • The core insight here was that today’s youth increasingly uses emojis as a mode of expressing themselves, versus just words • India’s first emoticon based contest 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
  4. 4. Overall Summary Twitter & Instagram Interactions 2,500 Twitter Reach 1,268,702 Instagram Reach 76,950 Total Reach 1,345,652
  5. 5. Tweets by Za India Za India initiated the contest with the use of emoticons in creative ways to inspire followers
  6. 6. Tweets by users
  7. 7. Brand Mentions Za India interacted with FCUK India as both brands were trending on twitter at the same time
  8. 8. Statistics
  9. 9. Activity Summary The campaign witnessed its highest activity between 8 – 10PM and trended in India at #10
  10. 10. Post Distribution
  11. 11. Contributors Brands and key social media influencers engaged with our brand
  12. 12. Buzzwords
  13. 13. We trended in Mumbai… And in India! #TrueBeauty trended in India for a period of 3-4 hours
  14. 14. Instagram Statistics • Reach: 76,950 • Comments: 102 • Total Interactions: + 140 All within a day!
  15. 15. Posts by users
  16. 16. Highlights of the #TrueBeuty Emoji Contest • A mobile-only contest helped capture a new audience for the brand • 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
  17. 17. Thank You!

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