#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