Inglots Guiness World Record Challenge

About Inglot
v Founded over 30 years ago in Przemyl, Poland, INGLOT Cosmetics is now one of the worlds leading
manufacturers in colour cosmetics. The international expansion of INGLOT began in 2006 with the
opening of its first franchise store in Montreal, Canada. Fast growth and development of the company
soon resulted in becoming available in over 80 countries including more than 600 boutique stores in
worlds most prestigious places, such as Times Square and Chelsea Market in NYC, The Dubai Mall,
Westfield London, Plaza Carso in Mexico City, Dundas Square in Toronto and many others. INGLOT
salons are also located at popular department stores including Macys in USA, Sears in Mexico, Edgars in
South Africa, Sogo in Malaysia and Falabella in Chile. INGLOT succeeded in combining the latest
scientific technology with intense and vibrant colours. Every product consists of high-quality ingredients
and is being sold at fair prices. All INGLOT cosmetics are produced within the European Union and 95%
of them are manufactured in INGLOT's own state of the art facilities.
v A wide range of colours and an impressive variety of products is something that makes INGLOT stand
out of the crowd. The range consists of over 1,500 colours with over 450 ways to improve your lips, 600
ways to enhance your eyes, and over 300 ways to portray your face, while the extremely rich collection
of nail polishes consists of up to 400 shades. The jewels in INGLOT's crown are its famous Freedom
System, which gives the freedom to assemble custom designed palettes to meet any beauty needs, and
the revolutionary O2M Breathable Nail Enamel that ensures oxygen and water permeability. O2M Nail
Enamel was created specifically for health reasons not only is it fashionable and good-looking, but also
leads to healthier and therefore even more beautiful nails.

The Brief

Amplify & activate the campaign digitally for Inglot thereby gaining mass
support online for setting the Guinness World Record

A 10 Day timeline was created

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26-Feb

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28-Feb

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29-Feb

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1-Mar

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2-Mar

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3-Mar

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4-Mar

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6-Mar

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Interview
with
Sonakshi
Sinha

AMA
with
MUA
Paulin
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7-Mar

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8-Mar

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Record
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9-Mar

Mindstorm supported Inglot Campaign with

GWR Campaign

Content Crea4on

Enabled a
TwiIer Wall

On-Screen
Content

Inuencer
Management

Blogger
Management

Digital
Amplica4on

All Social Media

crea4ves

Live TwiIer Wall

for Stores

Countdown
video

Ac4vated 60
inuencers

Meet & Greet

session

Social Media Ads

Micro-lms

Live TwiIer wall

for large screen

Stop Mo4on
Videos

Trended on 5
dierent days

Live Twee4ng

Facebook Lead
Gen Ads for
Registera4ons

Make-up tutorial
along with shoot

Trended
Na4onally on
Event Day

Interviews with
Ar4st

Live Streaming

Crea4ves

Ac4vated 200
inuencers on
Event day

Animated Gifs

E-NewsleIers

Live Twee4ng

Interviews with
Mr. Inglot &
Celebri4es

The Result
v The Campaign reached 89 lakh people generating 8.5 Crore Impressions on
Twitter & Instagram alone
v 8 Countries where Inglot is present unified in supporting the campaign
v 883 women registered for the event exclusively Online
v The activation trended more than 6 times over the 10 day period
v Celebrities like Sonakshi Sinha tweeted & interacted with Inglot online
v Online Channel Fame, covered the event for free
v 940 people tweeted during the 10 day campaign
v Over 100 articles in the media
v The Guinness Record was broken having 1328 women paints their nails
simultaneously

Event was planned in 4 stages

Event teaser
#InglotCelebrat
esWD

Announcement
of Record
AIempt
#InglotGWRChal
lenge

Event Day
#InglotGWRAIe
mpt

Post-record -
#InglotBreaksW
orldRecord

Each stage had a hashtag

Each stage had a dened set of crea4ves

Inglot stores around the world supported the Campaign by announcing it on their
Digital Proper9es

Stage 1: Pre-Event Amplification

Teasers covering all 3 platforms for maximum interaction - #InglotCelebratesWD

Stage 1: Getting noticed via a Trends on Twitter

Activated a Teaser Trend

on Twitter between
26th-29th Feb

Stage 2: Announcement of the Attempt

Stage 2: Changed Cover Photos

Facebook cover photo - #InglotGWRChallenge (According to Guinness Guidelines)

Stage 2: #InglotGWRChallenge

Teasers covering all 3

platforms for maximum
interaction
#InglotGWRChallenge

Stage 2: Pop-up Shop Creatives #InglotGWRChallenge

Posts across all pages to promote and increase foot fall at the pop-up shop,
Palladium

Stage 2: Revealing the Womens Day Special via Trends

Announcement of the
Guinness World Record
trended for a few hours

Stage 2: Introducing Celebrity Make Up Artist

Teasers for
Paulina
Rzymkowska

Retweet by Sonakshi Sinha

Stage 2: Introducing Celebrity Make Up Artist

MUA Paulina at the bloggers

meet.

A tweet introducing the

host, Sachin Kumbhar

Stage 2: Bloggers Meet w/ MUA Paulina Rzymkowska

Bloggers Riya Jain and Shivani Patil getting a

makeover done by our MUA Paulina
Rzymkowska

Stage 2: Bloggers Meet w/ MUA Paulina Rzymkowska

Our blogger, Sayanti

Banarjee getting a makeover
done by our MUA Paulina

Kavya Dsouza from Streak Hue

Fall getting a makeover done
by our MUA Paulina

Stage 2: Live Twitter Chat with Paulina

Inglot MUA
Paulina
Rzymkowska
trended on
March 7 while
her AMA with
Inglot
audience.

Fans asked MUA Paulina make up related queries and we responded via
Inglots Twitter handle.

Stage 2: Live Twitter Chat with Sonakshi Sinha

We asked Sonakshi Sinha 3

questions as a part of our Live
Twitter Chat.

Stage 3: Event Day

Countdown updates and updates posted to build the anticipation for the event
were posted across platforms

Stage 3: Event Day

Capturing moments before the

attempt

Live tweet wall showcasing the

tweets

Stage 3: Event Day

Showcasing the crowd gathering for the event

Stage 3: Event Day

Brands like Nykaa tweeting

about Inglots attempt. We
retweeted the same.

Capturing moments before the

attempt!

Stage 3: Event Day

Live tweets capturing significant moments of the attempt.

Stage 3: Creatives for the screen

Created 2 creative for the screen

Stage 3: Mindstorm created videos for the screen

Created a nail paint tutorial for the

contestants during the attempt

Created a countdown video to kick start

the event

Stage 3: Event Day live tweets

Updates about the big moment across platforms

Stage 4: Trend Nationally on Event Day (Womens Day)

Trend on March 8th

during the event.

Stage 4: Announcement

Facebook cover photo - #InglotBreaksWorldRecord

Stage 4: Inglot Breaks World Record

Tweet by our host, Sachin Kumbhar.

Tweet by Guinness

Stage 4: Press Conference

Covered the press conference with

Dr. Inglot, Mr. Roy and Sonakshi
Sinha

Stage 4: Inglot Breaks World Record

Tweeps congratulating Inglot for the Guinness Event

Stage 4: Post Event Amplification

Uploaded an album on Facebook with event pictures

Uploaded 2 creative about Inglots record title
Posted mentions of Inglots GWR in publications
Uploaded videos from the event on YouTube
Influencers tweeted with #InglotBreaksWorldRecord
#InglotBreaksWorldRecord trended on Twitter

Stage 4: Videos Uploaded Post-Event

Conducted a live Periscope for

interview with Dr. Inglot on March
8, which was then uploaded on
YouTube along with other videos.

Stage 4: Tweets by Influencers

Tweets by fans and influencers congratulating Inglot post

breaking the record

Stage 4: Activate a second National Trend the next day

Trend post breaking the record

Stage 4: Engaging in Fan Appreciations

Contestants
sharing their
happiness.

Stage 4: Facebook Album

Uploaded a Facebook album with

images from the event.

Posts after breaking the world

record.

The Results

Results: The Campaign enabled Inglot to create tons

of Media Coverage & establish a comeback

Brand Coverage
Associated Brand Coverage

Associated Brand Coverage

Brand Coverage

Thank You