Recent survey results by influencer marketing platform Zefmo, titled India Influence Report 2018, suggests that this year nearly 92% marketers will turn to influencer marketing campaigns. It says that the popularity of influencer marketing to drive brand awareness and reputation can be gauged by the insight that 89% of marketers have found the medium to be effective and 62% are planning to increase their budgetary allocation towards engaging social influencers, The report termed people with more than 50,000 followers as macro influencers and those with between 10,000 and 50,000 followers as micro influencers.
The top three scenarios wherein marketers have utilised influencer marketing effectively – Product launches (56%), Content promotion (54%), Event promotion (40%). Markets have found influencer marketing to be most important towards Authentic storytelling (20%), Better reach (18%), Connecting with millennials and centennials (18%). They have also found that Instagram and Facebook are the most preferred social channels and 70% of the market is going beyond experimenting with influencer marketing and running fully fledged campaigns.
Tata Steels introduced a digital campaign titled ‘Doors of India’ to promote the launch of their new range of steel doors called Pravesh. On-ground crew led by travel experts, created live videos captured beautiful doors and stories associated with them, for the campaign. The campaign covered more than 30,000 KMs across 46 cities in 15 states over a period of 5 months to bring out stories around the doors. Through this campaign Tata Steels were able to create a buzz in the social media network, especially Instagram ahead of their new product launch.
Parle launched an influencer marketing campaign in association with famous food bloggers like Food Maniac India and The Crazy Indian Foodie during the Diwali season. The bloggers were given the task of uploading pictures about dishes prepared using Parle ingredients with the tag #apnidiwali. This campaign gained a lot of attention in the social media platforms.
Kingfisher Buzz - #LifeisDelicious
United Breweries had launched their new ready-to-drink beverage Kingfisher Buzz. Creators participated in this campaign showed off their #LifeIsDelicious moments around house-parties, catching up with friends, beach day, lunch, pubs etc.
As a part of reaching out to the customers, American Express has created a campaign in association with the Fashion and Lifestyle content creators asking them to feature products they have bought through American Express. They showcased the benefits of buying with American Express and and using the tag #ExperienceAmex
This campaign was associated with the launch of Samsonite’s latest line of chic trolley bags named ‘Cosmolite’. As part of the campaign, influencers had to push the limit and put their Cosmolite bags through the ultimate tests of sustainability and sturdiness and nominate other fellow influencers for the challenge.
Online cosmetics website, Nykaa, in September launched a series of videos with veteran comedian and influencer Rohan Joshi. The idea was to bank on Joshi’s online stardom and fan following, by featuring him in an unlikely scenario. The videos showed Rohan Joshi doing the Makeup Challenge which gained a lot of popularity in social media.
Lenovo launched a Twitter campaign in association with the launch of their new tablet, Lenovo Yoga 2. Four famous Twitter celebrities were hired for the campaign and an interesting game was created to involve the customers into the campaign instead of blatantly promoting the features of the product. The campaign game customers questions and clues to answer them, by which they can free the celebrities from a box and win a Yoga 2 tablet. The campaign received over 400,000 Twitter impressions two day prior to the launch of the tablet. It also generated over 68500 visits to the campaign website
Philips Air Fryer
Philips launched the Air Fryer back in 2012. But it did not gain any market or traction, despite being a healthy alternative as it used 80% less oil for frying. The product remained unknown in the market. Philips then roped in Sanjay Thumma who was a YouTube celebrity chef and had a channel called Vahchef. Through a six month long campaign called ‘Philips Superchef’, Sanjay Thumma created awareness about the products, provided recipes and YouTube instructions on how to prepare dishes using Philips Air Fryer. The campaign generated 3.71 lakh video views and the organic reach of Facebook posts went up from 1000 to 78,000 users.
Colgate Charcoal Toothbrush
For the launch of their new range of toothbrushes, Colgate launched the campaign called ‘WhatTheBlack’. The key influencers were sent a completely black item each day for three days and they launched a contest on twitter at the same time asking consumers to post about their top five black thing without mentioning the brand associated. This created a buzz and wave of excitement among the Twitterati. The campaign was initially targeted at 200 influencers and ended up receiving a traction of 23.8 million users.
Ford India Campaign
To promote their new vehicle Ford Fiesta Powershift Ford India launched an influencer marketing campaign. They invited auto enthusiasts in the country to try out the Ford Fiesta Powershift and thereby encouraged them to share their experience and reviews across their social media handles. The event was organized at Buddha Racing Track in Noida and the track was designed with customized tasks so that the influencers discover the different product features. The list of influencers included people from different trades like businessmen, photographers, bloggers etc.