Creative Execution

The campaign ran for 5 weeks. After selecting our final 4 cover girls we continued communication on our social handles for 1 more month. - 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.

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 #unpose trended within 24 hours

TG: Females, 18 - 35. CTA: Share your #unpose and become a Cosmopolitan Cover Girl While the product benefit and brand space celebrated 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.