MUMBAI: With brands taking the digital way to reach out to its audience, digital marketing agencies are helping them achieve it with ease.
MindShift Interactive anchored a campaign for Lancôme India to launch ‘Dreamtone’- a new-generation customised skin tone correcting serum.
Lancôme solely used the digital interface for the launch of a product and the digital agency strategically crafted a campaign, with insights on how women love selfies and how women have increasingly been displaying their love for instagram versus other social networks.
Titled #GoNoFilter was the largest instagram campaign. The campaign helped it reach 1,500 targeted followers within three months.
As a part of the challenge, instagrammers were asked to post beautiful pictures of things that inspired them without using any filters. Keeping in line with the aesthetics of instagram, the best entries were shortlisted and winners were gratified. The challenge engaged about 200 plus participants with over 1,500 images being posted using the #GoNoFilter. As a result, the followers of Lancôme India doubled growing from 600 to 1200 plus in the span of 7 days and leading to conversations across facebook, twitter and lifestyle blogs.
MindShift Interactive CEO Zafar Rais 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.”
In addition to the campaign, MindShift Interactive has been responsible for creating a sustained and engaging presence for the brand, with the provision of content through visual styling for Lancôme, making it a benchmark amongst international counterparts.
Excited about the response received from consumers on its debut, Lancôme India GM Kiran Singh said, “We partnered with MindShift Interactive for the launch of the latest edition to our star skincare range- DreamTone. What set them aside for us was their keen sense of aesthetics and their strong sensitivity towards luxury brands. The MindShift team was very intuitive to 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!”
