Just after the launch of its new DreamTone serum, which promised to remove dark spots, Lancôme launched a #BareSelfie campaign daring women to post pictures of themselves without makeup. More than 500 photos were posted with the hashtag in the two months following the campaign, but the selfie gallery on Lancôme’s had an impressive conversion rate of 4% for the serum.
In addition to soliciting fan engagement on Instagram, Lancôme tapped the female blogging community SheSpeaks and solicited bloggers to review Dream Tone samples. Twelve bloggers documented their experience before and after using the product and posting to #bareselfie, and the collection was made into an interactive advertorial for Marie Claire’s website.
Lancôme’s success in the #bareselfies campaign, featured as a Flash of Genius in our Intelligence Report: Instagram, shows how tapping a community of potential fans in addition can generate engagement and conversion. As our Instagram report research lead Danielle Bailey said at L2’s Instagram lunch today, simply creating a hashtag is not enough. This campaign from Lancôme took it a step further.