Lancome India created buzz across digital towards the launch of their new product, DreamTone, leveraging a campaign to bring out the true beauty of women, asking them to #GoNoFilter. MindShift Interactive leveraged their experience in devising an Instagram Influencer Marketing based campaign. The strategy adopted lead to a result of the campaign being named as the Highest Outreach campaign on Instagram.

1. #GoNoFilter
Campaign
February
15,
2014

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

5. #LancomeLove
–
InBluencer
Meetup

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

14. Contributors
&
their
Tweets

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

17. #GoNoFilter
Effect!
Click!

18. Thank
You