#UNPOSE

Title#UNPOSE
BrandRECKITT BENCKISER
Product / ServiceVEET
CategoryC05. Co-creation & User Generated Content
EntrantHAVAS Haryana, INDIA
Idea Creation HAVAS Haryana, INDIA

Credits

Name Company Position
Nima Namchu Havas Worldwide Chief Creative Officer
Navin Theeng Havas Worldwide Executive Creative Director
Sarah Coles Havas Worldwide Senior Creative Director
Arka Pal Havas Worldwide Senior Art Director
Deepak Aneja Havas Worldwide Junior Visualiser
Amandeep Kaur Havas Worldwide Junior Art Director
Shubhrojyoti Roy Havas Worldwide Executive Planning Director
Anish Dasgupta Havas Worldwide Senior Planning Director - Digital
Mukesh Tiwari Havas Worldwide Editor
Sanghamitra Chakraborty Havas Worldwide Senior Vice President
Shweta Raina Havas Worldwide Client Services Director
Naman Puri Havas Worldwide Group Account Manager
Srishti Tomer Havas Worldwide Digital Account Director

The Campaign

Unpose: A spontaneous photographic moment capturing natural, unpretentious beauty. We wanted to take on the Instagram ready perfect photo trend, freeing girls from the selfie driven, perfect pout and encourage the capturing of spontaneous moments, seeing beauty in their actions not their looks. Through #unpose we created a brand OLV which Shraddha Kapoor, our brand ambassador, articulated in a real spontaneous way. Along with a montage of spontaneous moments. Our creative hook was #unpose - because you're at your most beautiful when spontaneous. Along with starting a movement, we wanted to give even more of a reason to #unpose We wanted to take on the fashion and beauty cliche of the perfect front cover of a leading girls magazine and instead, allow girls to realise they too can be on the cover if they are natural, carefree and completely themselves. Perfectly fitting Veet's offering of on the go hair removal.

Creative Execution

- Released the #unpose philosophy through our brand ambassador via an online film - Create posts around #unpose, spreading the philosophy via the simplicity of the #tag - Announced the opportunity to become a Cosmopolitan Cover Girl if you share your #unpose photo - Created a dedicated website for our entries, which were monitored daily, on veet.co.in/unpose - Continued to drive participation and belief in the movement by creating more posts, stories and videos across Facebook, Instagram, YouTube and Twitter - Involved celebrities and influencers to spread the movement and encourage girls to #unpose - The real life cover girls really did become cover stars, featuring on the front cover of Cosmopolitan India in its August 2018 issue. The campaign ran for 5 weeks. After selecting our final 4 cover girls we continued communication on our social handles for 1 more month.

Results

Total Engagement - 5.64 M - Facebook 730,739 - Twitter 4,284 - Instagram 1.31 M - YouTube 4.17 M Total Conversations - 13,116 - Facebook 623 - Twitter 10,888 - Instagram 1,605 Total Impressions - 120.48 - Facebook 18.2 M - Twitter 93.58 M - Instagram 8.7 M Total Reach - 26.5 M - Facebook 10.32 M - Twitter 12.88 M - Instagram 3.3 M Content participation / Lead generation 6.9K unique entries Brand Sentiments / Trends The campaign received 94% of positive conversation, positive sentiment - in a category that usually garners negative conversation. A breakthrough for hair removal cream. Website highlights 1.31 Million page views (website reach) Average time spent on site - 2 mins 47 seconds - a big achievement for the digital FMCG category Maximum engaged audience - 25 - 34

This digital campaign's aim was not just to evoke a change in behaviour - from pout perfect selfies to natural spontaneous photos, but also to garner UGC. To that end, our direct campaign received thousands of genuine, unique responses. A rarity for the hair removal category.

TG: Females, 18 - 35. CTA: Share your #unpose and become a Cosmopolitan Cover Girl While the product pay off and brand space was celebrating the beauty and freedom of spontaneity, unpose was a fresh take, fitting well with the current mindset of the selfie driven consumer. Veet wanted to evoke an attitude shift, and change the current behaviour of always wanting that perfect shot to realising beauty is far better captured while living purely in the moment; living and capturing things spontaneously. Its main purpose was to change the selfie frenzied current obsession of always wanting the perfect photo to introducing a new behaviour and trend – #unpose. This not only sparked a new wave of more natural Instagram feeds, but ultimately helped the selfie obsessed generation realise they are most beautiful when spontaneous.

Links

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