Lancôme goes no-filter on Instagram

MindShift Interactive designs campaign to launch its new-generation customized skin tone correcting serum, Dreamtone; brand sees jump in online followers

BestMediaInfo Bureau | Mumbai | April 8, 2014

While Facebook and Twitter have been the most used social media platforms which have gone beyond just a method to keeping in touch, there are other platforms available on the web which can serve a strong purpose for marketers. Lancôme India has launched its new-generation customized skin tone correcting serum, Dreamtone, using the popular filter and photo app, Instagram. MindShift Interactive designed an Instagram campaign around the product titled #GoNoFilter.

The idea behind the campaign was to make Lancôme India a well-known brand especially among the youth. Lancôme made the bold move of solely using a digital interface for the product launch, with insights on how women love 'selfies' (self-portrait photograph, typically taken with a hand-held digital camera) and how women have increasingly been displaying their love for Instagram vis-à-vis other social networks.

Kiran Singh, General Manager, Lancôme India, said, “We partnered with MindShift Interactive for the launch of the latest edition to our star skincare range, DreamTone. What set them aside was their keen sense of aesthetics and their strong sensitivity towards luxury brands. The MindShift team was very intuitive of our needs and understood our brand well. We were very pleased with the way Instagram was integrated into our digital strategy. #GoNoFilter was a fabulous way to start off our Instagram journey, and the response we received from users, in terms of engagement with our content as well as creating their own, was promising.”

Influential Instagrammers in the beauty & lifestyle domain participated and got their followers to indulge in the #GoNoFilter Challenge, in the form of a 7-Day Photo Challenge. As part of the challenge, Instagrammers were asked to post beautiful pictures of things that inspired them without using any filters, which are a commonly used feature of Instagram that allows users to enhance their photographs. Keeping in line with the aesthetics of Instagram, the best entries were shortlisted and winners were gratified. The challenge engaged about 200+ participants with over 1,500 images being posted using the #GoNoFilter hashtag. As a result, the followers of Lancôme India doubled, growing from 600 to 1,200+ in the span of seven days and leading to conversations across Facebook, Twitter and lifestyle blogs.

The campaign led to increased consumer enquiries, sales and awareness of the product. MindShift Interactive also brought together a luxurious Tea Party at the Lancôme Boutique where the brand introduced DreamTone over a relaxing, pampering evening for niche bloggers and Twitter and Instagram influencers. With over 50 photographs of the event and products being shared on social platforms using #LancomeLove and #DreamTone, influencer relations were successfully nurtured to give #GoNoFilter its due outreach.

Zafar Rais, CEO, MindShift Interactive, said, “MindShift has always leveraged Insights as a route of ensuring impact for businesses, and we merged them along with a deep understanding of lifestyle and luxury brands to deliver the #GoNoFilter campaign for Lancôme India. Instagram is a growing platform in India and when used appropriately can deliver volumes for brands looking at tapping the mobile engaged demographic.”

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