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 Offline Event in
Mumbai & Delhi to launch
DreamTone and our 7-day
Photo Challenge
• Influential Instagrammers in
the beauty & lifestyle domain
participated & got their
influencers to indulge as well
in the #GoNoFilter Challenge
• #GoNoFilter brought out the
brands necessity to showcase
your flawless skills & skin

4. #LancomeLove – Influencer 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 influencers
Overall Impact:
• Over 40 images of the event and products were shared on Instagram
and Twitter by our Influencers using #LancomeLove
• All the Influencers were excited to get started with the #GoNoFilter
Challenge

5. #LancomeLove – Influencer Meetup

6. #GoNoFilter Campaign
Why #GoNoFilter?
• Lancôme DreamTone thinks that you don’t need a filter
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, Influencers 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 Influencers
• A benchmark case study for Instagram Influencer 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