Post on 18-Oct-2014
description
#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 49000Outreach 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