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.

1. #TrueBeauty Contest Report
17th April - 18th April, 2015

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. 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. Overall Summary
Twitter & Instagram Interactions 2,500
Twitter Reach 1,268,702
Instagram Reach 76,950
Total Reach 1,345,652

5. Tweets by Za India
Za India initiated the contest with the use of emoticons in
creative ways to inspire followers

6. Tweets by users

7. Brand Mentions
Za India interacted with FCUK
India as both brands were
trending on twitter at the same
time

8. Statistics

9. Activity Summary
The campaign witnessed its highest activity
between 8 – 10PM and trended in India at #10

10. Post Distribution

11. Contributors
Brands and key social media influencers engaged with our brand

12. Buzzwords

13. We trended in Mumbai… And in India!
#TrueBeauty trended in India for a period of 3-4 hours

14. Instagram Statistics
• Reach: 76,950
• Comments: 102
• Total Interactions: + 140
All within a day!

15. Posts by users

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. Thank You!