Introduction

In the tapestry of our daily lives, adhesive needs are like the unsung heroes holding everything together. We all have our go-to adhesive, and for years, Pidilite's Fevicol has been that reliable companion. With Glue Drops, Pidilite aimed to respond to the changing adhesive requirements. Fevicol Glue Drops is a unique product that caters to versatile requirements. With a robust bond and instant sticking power, these double-sided, pale-yellow drops adhere seamlessly to materials like paper, plastic, wood, and metal. What sets them apart is the clean removal - no sticky residue or unsightly stains, unlike traditional tapes. It's as simple as peel, apply, and stick, making them perfect for a plethora of uses, from gift wrapping and balloon decoration to proudly displaying masterpieces and keeping your tablecloths in check.

Challenges 

And to unveil the magic of this versatile wonder, Glue Drops, Pidilite joined forces with #ARM Worldwide for an exhilarating influencer marketing campaign. The mission? Harness the influence and relatability of influencers to showcase the practical applications and versatility of this adhesive marvel.

Objectives

• Create awareness and consideration for the wide usage of Fevicol Glue Drops.
• Establish an emotional connection with the audience by weaving memories and sentimental aspects into the brand narrative.

The Stories of DropPerfect Memories

The concept centred on celebrating moments without fretting over stains on walls from decorations. It aimed to evoke emotions and memories tied not only to celebrations but also to daily life situations fixable with a glue drop. Recognising the need to broaden beyond mom and lifestyle influencers, the campaign explored various scenarios—from kids' projects to fashion challenges—all addressed with a Glue Drop. The influencer marketing campaign seamlessly intertwined these memories and situations with the product, creating a strong connection with the audience and making the product a go-to solution `1for stain-free fixes in their lives.

Execution

The Execution phase was divided into two phases-

Phase 1: Defining the mix of influencers

In ensuring a tailored approach, the team meticulously selected influencers across four categories – DIY, Parenting, Couple, and Fashion. Engaging 17 influencers on Instagram, the mix included both micro and macro influencers, ranging from 30k to 600k followers. Selection criteria prioritised content style, personality, followers, and content quality. With a nationwide presence, influencers covered diverse regions and demographics, while their engagement with high follower counts guaranteed substantial reach. 

• DIY/Home Decor (50%):

In this category, influencers showcased the ease of using Glue Drops for transformative DIY projects. Their content revolved around creative and innovative applications, capturing the interest of DIY and home decor enthusiasts by blending the practical use of Glue Drops with visually appealing projects. 

• • Parenting/Mom (15%):

Parents influencers seamlessly integrated Glue Drops into family-friendly crafting or bonding activities, emphasising safety and practicality for parents seeking reliable adhesive solutions.

• Lifestyle/Couple (15%):

Couples influencers demonstrated Glue Drops' versatility in various everyday scenarios, including surprises and date nights. By portraying the product's practicality in the context of relationships and daily life, these influencers addressed audiences looking for relatable solutions, connecting the product with genuine, everyday moments.

• Fashion (20%):

The fashion category highlighted unconventional uses of Glue Drops in fashion and accessory creation, engaging fashion-forward audiences with unique and creative applications. Influencers shared hacks, tips, and tricks, positioning Glue Drops not only as a fix for projects but also as a solution for fashion crises. By selecting influencers in these categories, we showcased Glue Drops' adaptability, resonating with a broad audience across various aspects of consumers' lives.

Phase 2: The collaboration

#1. Briefing:

Once the influencers were on board, the team conducted an exciting briefing session. The campaign's overall vibe, target audience, and goals were thoroughly discussed. A comprehensive brief covered everything from deliverables to product insights, facilitating a smooth collaboration. Influencers were provided with information on product features, USPs, Dos and Don’ts, and were encouraged to explore creative avenues within the campaign's essence. Clear content guidelines, along with deadlines and robust support from the team, paved the way for an engaging journey.

#2. Scripting:

Scripting became the secret sauce to infuse life into the campaign. Meticulously crafted scripts, tailored to campaign objectives and influencer profiles became the backbone of the content strategy. Collaborative efforts with influencers brought forth authenticity, and the scripts underwent a thorough feedback loop with the brand. The result? Compelling narratives that aligned well with the campaign's vision.

#3. Setting Timeline:

The team crafted a timeline after thoughtful discussions with the brand, pinpointing milestones for scripting, content creation, and the grand 'go live' finale. A detailed Gantt chart ensured everyone was on the same page, orchestrating the campaign activities.

#4. Hygiene check: 

Believing in the details, the content underwent a hygiene check, ensuring each piece was armed with a call-to-action, optimised thumbnail, Reel reshare on IG Story, relevant hashtags, vertical format, trending audio, and a captivating caption. The teams understood that the small things make a big difference.

#5. Content Review: 

Post-shooting, the marketing partner conducted a structured content review. They checked the content for script adherence and then shared it with the brand, along with their feedback. The brand reviewed and provided insights, initiating a feedback loop until the final approved content was achieved. Influencers subsequently went live with the approved content, including the caption, at their peak engagement time.

#6. Observation:  

As each post went live, the team's watchful eyes were on the lookout for content dynamics and audience engagement. The insights gathered fueled their continuous improvement engine, setting the stage for even more impactful campaigns down the road.

Results

Quantitative:

The campaign achieved remarkable quantitative milestones, garnering 44 million video views, surpassing 6 lakh likes, and accumulating a total engagement (likes + comments) of over 20,000. It reached an extensive audience, achieving a total reach of 27.1 million, an engagement rate of 11.80%, and a CPV of 0.22.

Qualitative:

Influencers played pivotal roles in the campaign's qualitative success. Standouts included 

• DIY influencer Anukriti, whose content reached a staggering 8 million views. Couple influencers Pooja and Karan Bafna also contributed significantly with 835,000+ views. 
• Fashion and lifestyle influencer Rupali Hasija, along with mom influencer Shreya Arora, drew inspiration from the campaign, achieving high views on their content.

The diverse mix of influencers, spanning genres such as DIY, parenting, fashion, and lifestyle, was instrumental in the campaign's success. Each influencer brought a unique audience, enhancing the campaign's impact. This varied content resonated with different audience segments, showcasing how Glue Drops seamlessly fit into various aspects of their lives. This diversity made the campaign relatable and useful for a wide range of needs, resulting in optimal campaign outcomes.

Introduction

Securing the future of oneself and one’s family is a priority that can be effectively addressed through life insurance. With increasing environmental and lifestyle factors affecting life expectancy and healthy living, life insurance has become essential. Canara HSBC Life Insurance offers standout term insurance plans, focusing specifically on younger demographics, and with a maximum entry age of 45 years, they are an ideal choice for people seeking affordable insurance coverage options.

Challenges

Despite the plan's competitive premium rates and exclusive features making it appealing to the target demographic, the team faced several challenges, including : Limited knowledge and understanding of benefits among the target audience. Reaching a broad and diverse audience to generate awareness and consideration, especially among those not keen on investing, through optimal mediums at the best possible cost. Establishing brand authority with relevant, resonant content that directly speaks to the target demographics and entices them to make a purchase. To tackle these challenges, the team partnered with ARM Worldwide’s influencer marketing team, leveraging influencers to effectively reach and engage the target audience through a strategic influencer marketing campaign.

Objectives

The primary objectives of the campaign were to: Increase awareness about the Young Term Insurance Plan among the right demographics. Create strong brand recall.

Strategy

To meet the objectives, a comprehensive influencer marketing strategy was devised to maximise the impact of different platforms and communicate our message effectively: Influencer Selection: Influencers from diverse genres, including tech, nutrition, fitness, finance, travel, lifestyle, fashion, yoga, and infotainment, were carefully selected. This influencer mix included both nano and micro-influencers to reach different segments of the target group effectively. Relatable Scenarios: Simple and resonant situations were scripted to show how insurance leads to a more secure future for individuals from diverse backgrounds. Content Analysis: An analysis of competitive content was conducted to understand which scripts and content styles resonate well in this target group. Insights from this analysis were used to develop engaging and effective content tailored to the audience. Custom Plans: Three distinct content buckets were designed based on influencer categories wherein each plan focused on different aspects of the campaign, ensuring comprehensive coverage and maximum impact. Implementation The implementation phase involved several key steps to ensure the campaign's success: Scripting: We carefully coordinated with influencers to write scripts aligned with client expectations, offering comprehensive creative units. Content Creation: Short, focused video snippets ranging from 45 to 50 seconds were produced with engaging hooks and content to retain maximum viewer attention while conveying all essential product details. Editing and Supervision: Active involvement in the video creation process ensured all critical elements were included and the content met quality standards. Posting: Creative captions and hashtags were used to maximise visibility and ensure the right message was conveyed, further strengthening the influencer marketing campaign. Engaging Content Formats: Beyond video content, AI technology was utilised to create engaging AR filters for nano influencers. These filters showcased interactive, game-like everyday scenarios where the insurance plan would be beneficial, significantly enhancing overall engagement and user experience.

Results

The campaign garnered impressive engagement, achieving: Over 69K likes 1.3 million views 75K+ shares A total reach of 1 million+ Beyond these metrics, the campaign's impact was evident as renowned competitors replicated its format and content style, demonstrating the influence it had on the industry. Additionally, multiple queries from viewers led to the inclusion of links directing them to relevant web pages, further increasing engagement and total page views.

Introduction 

When it comes to a successful travel experience, the right bag can make all the difference. Mokobara, a prestigious name in luxury travel accessories, has always recognised this vital need. Celebrated for seamlessly blending style with functionality, Mokobara ensures that every traveller carries their unique essence wherever they go. Brand collaborations have become a significant trend in recent times, with numerous companies choosing to partner extensively to enhance their market presence. One such influencer marketing campaign is the collaboration partnership between IndiGo and Mokobara, resulting in the launch of the Moko 6E luggage bags—a collection defined by sleek design, robust quality, and versatile sizes. This collaboration aims to merge IndiGo’s reliable air travel services with Mokobara’s cutting-edge luggage design, setting a new benchmark in travel gear.

Objective 

 

• Showcase the Partnership: Highlight the collaboration between IndiGo and Mokobara, blending trusted air travel with innovative luggage design.
• Promote the Moko 6E Bags: Emphasise the stylish features and quality of the Moko 6E luggage to encourage travellers to choose them for their next journey.

Strategy and Implementation 

  To achieve the campaign objectives, we opted for a multi-faceted influencer marketing strategy, ensuring that every aspect was carefully planned and executed for maximum impact. This structured plan reflects a well-designed influencer marketing strategy aimed at enhancing brand visibility and engagement.   

• Influencer Collaboration: To connect authentically with our target audience, we selected influencers whose personal styles resonated with the brand’s ethos. Sharanya Iyer and Larissa D’Sa, known for their stylish and adventurous travel content, were chosen for their ability to reflect Mokobara’s blend of elegance and practicality. Their substantial followings and aligned personal brands made them ideal representatives to champion the Moko 6E luggage, amplifying its appeal to discerning travellers.

 

• Content Creation: Our aim was to showcase the Moko 6E luggage as the centrepiece of the campaign while appealing to diverse audience segments. Collaborating closely with the influencers, our #ARM Worldwide team crafted a creative script that used flaunting style and luxury to engage viewers. For instance, playful scenarios and witty commentary highlighted the bag’s features in an entertaining way. We emphasised its signature blue colour, the IndiGo logo, its durable hardshell with 360-degree wheels, and the added benefit of extra baggage allowance, ensuring the content was both informative and exuded style.

 

• Platform Choice: Instagram was selected as the primary platform due to its extensive reach and higher percentage of target audience including frequent travellers in younger millennials and Gen Z, making it ideal for showcasing the Moko 6E luggage. Its popularity among travel enthusiasts and effectiveness in visual storytelling provided the perfect stage for our campaign.

• Boosting Engagement and Visibility: To make the campaign more effective, we focused on engaging with our audience. Influencers answered questions and comments about the Moko 6E luggage, creating a personal touch and building trust. We also shared the posts as stories with a swipe-up link to the e-commerce page, so people could easily check out the bag’s features, price, and buy it if they wanted. This approach helped increase visibility and drive more interest in the campaign.

Results? 

Thanks to the combined efforts of our influencers and the #ARM Worldwide marketing team, the campaign delivered impressive results that exceeded our expectations:  

• Total Views: Sharanya Iyer and Larissa D’Sa’s reels garnered over 780,000 views, capturing the attention of a broad audience of potential travellers. 

 

• Total Engagement: The campaign generated 24,000 likes, shares, and comments, indicating strong audience interest and interaction. 

 

• Total Reach: With a reach of over 420,000, the campaign significantly increased the visibility of the Moko 6E luggage and reinforced the IndiGo-Mokobara partnership. 

  These results highlight the campaign’s success in achieving its goals: enhancing brand awareness, engaging the target audience, and establishing the Moko 6E as a sought-after travel accessory that blends style with functionality.

Introduction

In recent years, we've witnessed a transformation in housing needs. As discerning homeowners seek the very best products to construct and maintain their houses, the demand for superior materials has never been higher. In the midst of this transformative trend Roff, a prominent name in tile adhesive space, has become popular. Pioneered by Pidilite Industries Ltd., Roff embodies a commitment to excellence in providing cutting-edge tile and stone fixing solutions.   To help people discover the benefits of Roff's tile adhesive products, Roff teamed up with #ARM Worldwide for an exciting marketing campaign.    This comprehensive Influencer Marketing Case Study highlights how ARM team leveraged the power of influencers to educate and inform the target audience about the benefits of Roff tile adhesive, ultimately leading to Pidilite Roff brand transformation.  

Challenges

While some level of product awareness existed, some glaring issues persisted, including:   

• Establishing distinctions: Sharing clear differentiation between Roff and conventional cement emphasising its superiority in consumers' minds, and offering professionals like architects, interior designers, engineers, and contractors with Roff’s versatile usages, unique qualities and advantages. Breaking the old norm to adapt new habits was the core challenge
• Mismatched alignment with Construction Needs: Professionals in the industry had limited awareness of Roff's or adhesives' full potential across all levels of construction and maintenance. This highlighted the importance of leveraging influencer collaboration in construction to bridge knowledge gaps and showcase the full potential of Roff's products in real-life scenarios

Objectives

In order to address the challenges faced by Pidilite, ARM worldwide team as their digital communication partner designed the #Magarkijakad campaign. This campaign primarily aimed to enhance product awareness and educate the audience, ultimately driving increased product adoption in the market.  It aimed to:  

• Product awareness: Raise product awareness of Roff among architects, interior designers, and contractors. while establishing its superiority over conventional cement and emphasising its Unique Selling Points (USPs) over cement.
• Educating: Share detailed knowledge about tile adhesive advantages and produce engaging educational videos to showcase Roff's benefits.

Strategy

The campaign's strategy was meticulously crafted. Unlike any other Influencer marketing campaign of merely creating digital content, #MagarkiJakad commenced with on-field activities and later transitioned to digital platforms like YouTube and Instagram.   The onset of the campaign involved a critical ground-level assessment to gauge the awareness of the product. The team segmented the audience into two groups - one who had never heard of Roff and second those who had used the product. What came as a surprise was that most had not used the product at all. In response, the team's second strategic step was reaching out to these professionals with personalised Roff kits, and persuading them to replace regular cement to share their authentic experience. The campaign’s third step was to record the feedback and real experiences after a month of product usage.   These authentic tried and tested experiences were then transformed into compelling content for media promotion, transforming this campaign into an icon of quality and innovation championed by the AIDC community, ushering in a new era of building excellence.

Creative Strategy

Building upon the strategic foundation, the creative strategy for digital media aimed to resonate with our audience on a personal level, delivering our message with authenticity and impact:  

• Campaign Name: #ARM christened the campaign as #Magarkijakad, a name inspired by Roff's crocodile logo symbolising strength and "jakad" meaning grips in English. This unique and memorable name perfectly encapsulated the essence of Roff's adhesive strength.
• Scripting with Purpose: The scripts were carefully crafted to align with the specific needs of each category, architects, interior designers, and civil engineers and contractors.  The language used in the campaign resonated with our audience, seamlessly blending easy-to-understand English with Hindi while maintaining Roff's brand image.
• Optimising Visibility: During the content posting phase, #ARM guided influencers on strategic keyword usage to enhance visibility and reach. 
• Embracing Uniqueness: The influencers were encouraged to embrace their individual style and distinctive elements throughout the scripting, filming, and content-sharing process. This personal touch not only added authenticity but also resonated with their followers.

Implementation 

What contributed to the great results was the focused implementation of the strategy devised.   

• Focused segmenting and targeting: #ARM recognised that our audience comprised architects, interior designers, engineers, contractors, and homeowners, each with their unique needs and perspectives. Therefore, the campaign was executed for three target groups: Architects plus Interior Designers, Civil Engineers plus Contractors, and end consumers or homeowners ensuring that the messaging spoke directly to their concerns.

 

• Expert Influencer Selection: A crucial element of the strategy was to achieve widespread awareness of the product which demanded careful selection of influencers. Thirteen influencers were strategically chosen, comprising 12 micro-influencers and one nano-influencer. This selection was based on their professional backgrounds and demographics to maximise reach and credibility within the respective categories. The lineup consisted of both contractors and architects who skilfully demonstrated the product's application, highlighting the stark difference it made compared to traditional cement, emphasising enhanced quality and durability. Some of the influencers' channels included The Bluewall Studio, The Civil Developers, and Construction Zones.

 

• Engaging Content Development: The team placed great importance on scripting. The initial base scripts were meticulously designed to address common pain points faced by our audience, present Roff as a solution, and highlight the tangible benefits of choosing Roff over traditional cement. Further, a strong emphasis on creating engaging content was given. This approach not only addressed audience pain points but also strategically aligned with Pidilite product promotion. The content script strategically integrated questions to pique the audience's curiosity and seamlessly provided solutions to deliver valuable insights. To achieve these goals: 

• Extensive market research was conducted, including a thorough analysis of social media comments and trends. 
• Additionally, they also studied competitor brands to gain insights into potential users' queries and concerns. 

 

• Influencer Guidance: The campaign ensured that influencers received comprehensive guidance, encompassing both pre-production and post-production phases. This involved assistance in scripting, video creation, and social media postings. The influencers were encouraged to maintain a consistent emphasis on highlighting Roff's usage throughout their content.

 

• Continuous Support: Maintaining a strong, end-to-end connection with the influencers was paramount. The campaign team provided unwavering support, ensuring that the influencers were well-equipped to deliver the message effectively.

  With this strategy & planned execution in place, the campaign proceeded with confidence, poised to make a lasting impact.

Results

The campaign delivered exceptional results, reaffirming the effectiveness of our approach:  

• #Magarkijakad garnered 1.9 million views and reached over 1.2 million people on Instagram. On YouTube, the campaign achieved 15K views and left an impression on 230K users.
• An overwhelming response with 61K likes and 103K engagements, indicating strong interaction and resonance with the audience.
• Influencer Ekta alone garnered a remarkable 1.2 million views, further solidifying the campaign's reach and effectiveness.
• The videos generated consistent engagement in the form of comments, showcasing a genuine interest and curiosity among viewers.

 

Conclusion

The #Magarkijakad campaign, fuelled by a well-crafted strategy and creative approach, successfully addressed the challenges. By incorporating essential marketing strategies for home improvement, ARM’s influencer marketing team elevated Roff's brand presence, educated the audience, and ignited demand, reinforcing Roff's position as an industry leader.  

Ayurveda, the ancient Indian system of medicine, has gained immense popularity in the modern world for its holistic approach to health and wellness. With an increasing awareness of well-being, people are actively incorporating Ayurvedic practices into their lifestyles. From eating salads to drinking ayurvedic juices to practising yoga, people nowadays are more aware of their well-being and are consistently making conscious decisions for a healthier lifestyle.   Dabur, a renowned name in the Ayurvedic products space, recognised the growing demand for natural and holistic products and came up with its range of Ayurvedic juices. The range consisted of 5 different juices namely, Aloe Vera, Amla, Jamun Neem Karela, Giloy Neem, & Wheat Grass. These power-packed drinks with multiple health benefits of maintaining a healthy lifestyle suit all age groups.    Following the product launch, Dabur wanted to share information about the benefits of its newly introduced Dabur Ayurvedic juices with its target audience. To achieve this, they partnered with #ARM Worldwide, leveraging the power of influencer marketing to amplify the reach and impact of their Ayurvedic juice range.  

Objectives

The primary objective was not just to introduce the new Ayurvedic juices by Dabur, but to create a lasting impact on the target audience. The specific goals included:  

• Generating awareness among the right audience

• Effectively communicating the unique product benefits
• Sparking positive discussions within the social circles of men and women aged 45 and above.

Two-Phased Strategy

ARM Worldwide’s influencer collaboration strategies involved a well-planned two-phased approach   Phase 1: The initial phase of the campaign involved partnering with four prominent health and lifestyle influencers on YouTube, known for their significant reach and influence among the target audience. These influencers advocated for Ayurvedic juices, emphasising the importance of incorporating pure and real Ayurveda products into daily life.    Phase 2: Building on the success of Phase 1, Dabur and #ARM Worldwide implemented Phase 2. This phase featured collaborations with four distinguished YouTube influencers - Satvanti Singh, Dr Amruta Kulkarni, Dr Saleem Zaidi, and Dr Manoj Das, carefully chosen for their credibility and suitability to Ayurvedic product promotions. To infuse creativity, influencers were sent the products, requesting them to share honest reviews. The response was overwhelmingly positive, resulting in dedicated and unfiltered reviews posted on their YouTube channels. 

Conclusion

Through the collaborative efforts of Dabur and #ARM Worldwide, the campaign successfully conveyed the product benefits, established a consistent brand recall, and fostered customer engagement. The influencers played a crucial role in endorsing the Ayurvedic juices, contributing to a healthier lifestyle not only for the body but also for the mind and mood.

Results

• Phase 1 set a benchmark with 25,000+ likes, 1 million views, and an impressive 14 million impressions. 
• In Phase 2, the videos received widespread appreciation, accumulating 1.7 million impressions, a remarkable 22.50% engagement rate, and an average of 140,000+ views per post. 

  The influencer marketing strategy proved instrumental in achieving the campaign's goals, effectively communicating the benefits of Dabur's Ayurvedic juices and leaving a lasting impact on the audience.

Hampton Homes, one of the best real estate companies in Ludhiana, is fully dedicated to a high level of craftsmanship & innovation. Their luxury apartments in Ludhiana are carefully designed by their architects & engineers as per the real estate standards. By using advanced technology like MIVAN, along with a robust RCC structure, Hampton Homes has changed the face of the real estate industry.

When luxury meets architecture

Hampton Homes moved through their journey with one vision – to become the fastest-growing real estate company in India. They provide one-of-a-kind amenities to their customers, helping them unveil the gift of luxury & create lifetime memories.  To recognise themselves as a leading name in the real estate world, Hampton Homes seeked #ARM Worldwide’s guidance & assistance through an Influencer Marketing Campaign. 

Objective

The objective of this campaign was to: 

• Create brand awareness and top-of-the-mind recall by emphasising brand value & creating memories via Influencer Marketing strategy.

Strategy devised

The influencer marketing team at #ARM Worldwide conducted thorough market research to analyse the competition & the positioning of Hampton Homes. Strategies were formulated to maximise the outreach with the help of creative and genuine influencers with active and loyal followers. Micro Influencers are leading the charge in today’s digital media landscape, to create community-focused content that drives meaningful engagement and resonates with the audience. #ARM Worldwide leveraged its relationship with some of the best micro creators in the influencer ecosystem. Our priority was to select the right set of influencers to address the requirement of widespread awareness. Hence, we handpicked 7 micro-influencers via AI tools who lived in or around Ludhiana to create content in the Instagram reel forma. By leveraging the power of micro-influencers, we aimed to create local awareness, one of the unique aspects of the campaign.  The content was not limited to only talking about the property, our influencers also created content around motherhood, celebrating uniqueness, fulfilling dreams, and gifting a house to their parents.  To engage our audience on the social media channel, we decided to host a giveaway contest, which was further amplified by influencers. The contest took place on the social media platform, captivating the target audience & driving maximum engagement on the campaign, creating a huge buzz in the Ludhiana region as the influencer had a good regional follower base.  Furthermore, we wrote a song on Women’s Day which was then sung by one of the handpicked influencers. This helped us in generating User Generated Content, which further helped in achieving good results and boosting brand awareness. We also engaged influencers in a couple of fun question banter, which resulted in creating engaging content.  The campaign performance was to be tracked in real-time and no metric was left unchecked. All the present and upcoming trends were accounted for before making any decisions. The team was extremely capable and could reliably adapt to every unforeseen obstacle that may arise.

Results

The influencers went above and beyond, and the results proved that. The yielded results were a testament to the hope that people have. The campaign run on Instagram garnered a total of 755K+ views on their videos with 34K+ engagement. The joint efforts of #ARM Worldwide & Hampton Homes resulted in spreading the message to 871kK+ audience.

On IndiGo's 17th anniversary, an exceptional Influencer Marketing Campaign took off, aiming to connect with a wider audience.  In celebration of the significant milestone, IndiGo released a captivating birthday music video, with the  aim to spread its melody among netizens as an invitation for them to join the celebration in their own unique ways. To fulfil Indigo’s birthday wish the #ARM's worldwide Influencer marketing team formulated an effective marketing strategy, strategically partnered with professional dancers & influential individuals encouraging them to share dance videos set to the music, creating a dynamic and engaging experience for their followers.  From August 2 to August 4, 2023, the three day campaign was all about commemorating IndiGo's journey and capturing the attention of the right people. IndiGo's name reached countless users and turned heads in the process giving a  glimpse into IndiGo's remarkable 17 years, and a promise of even more astonishing experiences ahead.

Objectives:

As the campaign started, our primary objective was to promote Indigo’s birthday music bringing virality, and maximise the impact of Indigo in three significant ways:

• Creating Awareness:

  Our influencers were the key to spreading the word. Through their authentic dance steps, postings and interactions, we aimed to create awareness about IndiGo's 17th-year milestone as well as the brand itself.

• Enhancing Engagement:

  Engagement was key. We wanted to measure the impact and amplification of our campaign with our unique hashtags, and encouraged influencers to craft their content in a way that resonated perfectly with IndiGo's brand image and tone. Ensured that every interaction was meaningful, reinforcing IndiGo's message and enhancing the campaign's overall success.

• Generating Virality:

  We strived to make the birthday music and campaign go viral. We wanted to achieve timely postings and repostings, following the trend to reach maximum audiences in a short span of time.  

Strategy: 

The crux of our brand strategy lay in the artful selection of influencers and platforms, a symphony of precision and purpose. To achieve this, we dove deep into our data pool to unearth the absolute best. This meticulous selection process ensured that every influencer carried the essence of IndiGo in their voice and connected authentically with our target audience. We meticulously curated a diverse group of influencers, including hero, micro, and nano-influencers, each chosen for their unique ability to resonate with different segments of our target audience. Simultaneously, we strategically placed our campaign on social media platforms, particularly Instagram, where visuals and engagement flourish, allowing our influencers to connect most effectively with their followers.

Creative Strategy:

Our creative strategy was all about making the anniversary song shine:

• Unique Hashtags and Engaging Posts:

  We crafted unique hashtags and guided influencers on post copies that resonated with IndiGo's image. We also brainstormed creative ways for them to engage with the catchy song.

• Influencer-Crafted the Dance Moves:

  We asked the Hero influencers to create new dance steps, which was further enhanced by active participation of micro influencers in form of their own versions of dance steps, and nano influencers by actively sharing stories garnering maximum engagement. 

• Active Audience Participation:

  Real-time tracking, responses, and community-building made our campaign immersive.

Influencer that joined Indigo’s birthday bash:

Our influencer lineup was a strategic mix of 75+ influencers that perfectly resonated with IndiGo's brand, messaging, and the audience we wanted to reach.

• The right start with Hero Influencers:

  To compliment the music and keeping in mind IndiGo's brand image and messaging, we selected two professional dancers to kickstart our campaign. With a massive following of 30 million and 8 million, both the influencers created a mesmersing dance choreography. Their immense reach and influence allowed us to engage with a vast and diverse audience. These heroes were instrumental in boosting our campaign's visibility to a bigger scale.

• 25 Micro-Influencers:

  Next in line were micro-influencers, each with a following ranging from 100,000 to 1 million,  who were asked to create their own version of the dance move to further personalise what the hero influencers started and amplify the total impact of the campaign. These influencers played a pivotal role in engaging with a niche, highly engaged audience. Their authenticity and close-knit connections added depth to our campaign and ensured that our message reached a genuinely interested and receptive audience.

• 50 Nano-Influencers:

  And finally to spread the echo of Indio's birthday music, we reached out to 50 nano influencers, boasting follower counts between 15,000 to 500,000. Though smaller in scale, they helped us create a ripple effect with active story sharing . They ensured that our campaign message was seen repeatedly, contributing to its virality. 

End Results:

Our campaign delivered exceptional outcomes, ensuring Indigo can have the best birthday gift!

• Total Views: The campaign amassed a remarkable 3 million-plus views, capturing attention across digital platforms.
• Reach: The campaign reached a soaring 1.8 million individuals, leaving a lasting impression on their minds.
• Micro-Influencers: Our 25 micro-influencers collectively contributed to a substantial 900k views, deeply engaging their dedicated followers.

These results underscored the campaign's resounding success, establishing IndiGo as a brand that celebrates with style and impact.

Flipkart - The One-stop Shopping Destination that is revolutionizing the way we all shop in India decided to launch its Seller Hub - Shopsy in 2021. An app that creates a layer of distribution between e-commerce sellers and consumers through resellers and enables a 0% commission platform for sellers 

Shopsy's #PrideMonth focused on spreading awareness about Pride month, Gender Equality and the brand.

Embracing the colours of Pride

Pride Month commemorates years of struggle for civil rights and the ongoing pursuit of equal justice under the law for the lesbian, gay, bisexual, transgender, and queer communities, as well as the accomplishments of LGBTQ individuals. 

Shopsy’s #PrideMonth campaign aimed to create more awareness about “Pride Month” and show that Gender has no clothes, everyone wears whatever they feel and want to wear. 

#ARM Worldwide, in collaboration with Shopsy, decided to add colours of pride to the brands’ awareness drive and devised robust strategies to launch Shopsy’s Pride Month campaign with the support of the best influencers.

The objective of the movement

a. To create more awareness about the brand. 

b. To create awareness about gender equality and awareness on Pride Month. 

Strategy

The Influencer Marketing team of #ARM Worldwide, through its extensive market research, devised a strategy to create more awareness about the brand, gender equality and awareness of Pride Month at the same time. Strategies were formulated to maximize the outreach with help of creative and genuine influencers with active and loyal followers.

#ARM Worldwide aimed to engage audiences, especially the LGBTQ community and spread awareness that clothes have no gender. The creative strategy devised by our team lay in creating brand awareness and tying up with the LGBTQ community during Pride Month. The veterans of marketing in the #ARM Worldwide team chose the Gen Z platform - Instagram to spread the word.

Our team had an extensive roster of talented and influential digital creators in contact. Leveraging the pool, #ARM created a dream team of 6 Instagram influencers with a total of over 2.3 lac followers, who would have possibly created the greatest impact to engage the audience with the brand, leveraging Pride Month. 

Reels, the entertaining and immersive short video feature on Instagram, has gained immense popularity to spread messages among the masses via short, addictive videos. #ARM Worldwide gave reels a priority for this campaign and the influencers were asked to post a reel on their Instagram accounts. 

The campaign performance was to be tracked in real-time and no metric was left unchecked. All the present and upcoming trends were accounted for before making any decisions. The data of all this content by the 6 influencers was tracked in real-time by the #ARM Worldwide team to ensure that it is reaching the target demographic, as well as monitor the trends that may arise throughout the campaign. The team was extremely capable and could reliably adapt to every unforeseen obstacle that may arise.

Results: Numbers that spoke volumes

The influencers went above and beyond, and the results showed/proved that. The yielded results were a testament to the hope that people have. The campaign on Instagram was a huge success. Thanks to the combined efforts of the Influencers and #ARM Marketing Team, the message was able to reach over 6.7 lac users.

The reels received a total of 39K+ views, garnering total views around 721K+ on a single platform Instagram. 

The power of Social Media

People spend more time online now than ever; a substantial chunk of it is on social media. A big part of this has been the gradual shift towards short-length consumable content like reels and shorts on social media platforms like Instagram. Digital content creators or influencers are the new-age celebrities and the future of marketing. With the rise in social media users, brands have leveraged social media marketing to tell their stories, engage with audiences, and educate consumers on industry trends and new products. Brands have started to use social media as a means to provide customers a way to engage with the brand in real time and stay connected with regular updates about upcoming events and promotions. 

MTV Hustle is India’s first-ever hip-hop/rap reality show that encouraged aspiring rappers from every corner of the nation to battle it out and become India’s biggest hip-hop star. The show airs on MTV India and the digital streaming partner for the show was Voot. With an excellent response to Season 1, MTV decided to renew the show for another season. To create awareness for Season 2, MTV decided to join hands with #ARM Worldwide. 

The rising trend for hip-hop singers and rappers

Post the phenomenal success of Season 1, MTV India set the hunt for its next rapper in Season 2. India’s ultimate rap background was revived with Season 2, which was co-powered by Wild Stone's new classic range and produced by Fremantle. 

MTV Hustle 2.0 will pick 16 of the country’s most unique rap voices, in 10 power-packed weeks. Featuring global artist and rap supremo Badshah as the judge, with eminent Indian rap trendsetters and pioneers EPR, King, Dino James and Dee MC as Squad Bosses. 

We, at #ARM Worldwide, were excited to be a part of this musical journey and joined hands with MTV Hustle to ensure this campaign reached the pinnacle of success. 

Objective

The objective of the campaign was to:- 

• Create awareness about the new season of MTV Hustle
• Engage the maximum number of people on social media platforms

Strategy devised

Our influencer marketing team conducted in-depth market research to understand what the audience is searching for and how to capture the right audience. After heavy research and analysis, the team decided to run this campaign on Twitter. Strategies were formulated to maximize the outreach of the campaign and engage the maximum number of people with relevant hashtags. 

#ARM Worldwide listed down 4 hashtags – #HustleKarHaasilKar, #HustleWithBadshah, #HustleAgainOnMTV, and #BadshahKyaBola – to enhance brand awareness and reach a larger audience. 

#ARM Worldwide influencer team leveraged their Influencer relations and shortlisted premium Twitter Influencers to help trend the hashtags for specific time frames on Twitter. The influencers were directed to post timely updates, as directed by the team, about MTV Hustle 2.0 with relevant hashtags for each post. 

The campaign performance was to be tracked in real-time and no metric was left unchecked. All the present and upcoming trends were accounted for before making any decisions. The team was extremely capable and could reliably adapt to every unforeseen obstacle that may arise. 

Results 

With the concerted efforts of influencers and #ARM Worldwide, the campaign results went above and beyond. For #HustleKarHaasilKar, the campaign garnered 11M+ Impressions and 7M+ Reach using 1,207 superusers on Twitter. 

Similarly, the #HustleWithBadshah campaign garnered 11M+ Impressions and 8M+ Reach using 1,293 superusers on Twitter. The #HustleAgainOnMTV campaign witnessed 10M+ Impressions and 6M+ Reach using 1,196 superusers on Twitter. At last, the #BadshahKyaBola campaign garnered 10M+ Impressions and 7M+ Reach using 1,326 superusers on Twitter. 

India’s homegrown e-commerce marketplace, Flipkart, launched its second season of  #HomeFlipover campaign which showcased its wide selection of high-quality home products, all ready to transform the comforting abode of customers. To raise awareness around the same, Flipkart joined hands with #ARM Worldwide. 

Giving your abode a homely flip-over

With an increase in the home segment, customers have started investing in furniture and furnishings to make their homes a cosy place that often is an extension of their personalities. The hybrid work model has indeed encouraged multiple customers to rethink their life at home since it has become the place where they spend most of their time. 

Hence, Flipkart’s #HomeFlipover campaign has brought on board an array of the best possible finds with carefully curated home inspiration to make brick-and-mortar buildings feel like home. The latest collection features products including bedsheets, curtains, showpieces, plants, cutlery, cookware, and home improvement tools, among others.

Driven by customer insights, Flipkart aims to reach women across the country, offering them the ease of shopping premium brands at an affordable price.

We, at #ARM Worldwide, were excited to be part of this homely transformation journey and joined hands with Flipkart to ensure that this campaign would reach the pinnacle of success. 

Objective

The objective of the campaign was to: 

• Enhance campaign awareness
• Engage the maximum number of people on social media platforms

Strategy devised

Our influencer marketing team conducted in-depth research on how people are reacting towards transforming their homes into cute & cosy corners, which would help them identify the right target audience. After gaining an understanding of the market as well as the target audience, the team finalised Instagram as the social media platform to conduct the campaign. Strategies were formulated to maximise the outreach of the campaign and engage the maximum number of people with relevant hashtags. 

To enhance brand awareness and reach a larger target audience, #ARM Worldwide & Flipkart together came up with a quirky hashtag – #HomeFlipover. 

The influencer marketing team at #ARM Worldwide leveraged their Influencer relationships & shortlisted multiple B-town celebrities & Instagram-famous mothers to help achieve the objectives of this campaign. The influencers were directed to shoot Instagram reels redoing a corner in your home to make it a cosier place, more reflective of your personality. Additionally, the influencers were also directed to share their experiences on Instagram stories to garner more reach. 

The campaign performance was to be tracked in real time and no metric was left unchecked. All the present and upcoming trends were accounted for before making any decisions. The team was extremely capable and could reliably adapt to every unforeseen obstacle that may arise.

Results

With the concerted efforts of influencers and #ARM Worldwide, the campaign results went above and beyond. The 16 celebrity influencers collectively garnered a total of 70K+ likes, 70K+ engagements, and 50K+ total reach on Instagram reels. Talking about Instagram stories, the total reach garnered was 667K+, with 594K+ total impressions.