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. 

Dabur has been transforming the living of every household through Ayurveda over the past 138+ years. The world’s largest Ayurvedic company has a line of products which are consumed in around 120 countries. One of its trusted products Dabur Pudin Hara – is an ayurvedic medicine for gas, ingestion, & acidity. Dabur & #ARM Worldwide joined hands to raise brand awareness & create hype around the product. 

The Ayurvedic home remedy for stomach problems

Dabur Pudin Hara contains Pudina Satva as the main ingredient which is known to give a cooling effect and relieve a burning sensation in the stomach. While Dabur Pudin Hara liquid and pearl are highly consumed, Dabur Pudin Hara fizz comparatively had low awareness. The Pudin Hara Fizz is available in 3 variants – Lemon Fizz, Soda Fizz & Fanto Fizz variants of which Soda Fizz, Fanto Fizz.

Dabur wanted to take the product to its target audience, and #ARM Worldwide assisted them with the same through an Influencer Marketing Campaign.

Objective

The objective of this campaign was to : 

• Establish the new Dabur Pudin Hara Fizz as the most preferred, 100% safe and an effective powdered antacid for gastric issues

Strategy devised

The Influencer marketing team at #ARM Worldwide conducted thorough market research. Strategies were formulated to maximize the outreach with help of creative and genuine influencers with active and loyal followers.

#ARM Worldwide has relations with some of the best creators in the influencer ecosystem. Selecting the right set of Influencer to address our requirement of widespread awareness was our priority. Hence, we considered 2 categories of influencers, CAT-A who were Chefs, CAT-B who were food bloggers.

We handpicked 6 food blogging and chef influencers including ‘Bharatz Kitchen’ to create content and promote the product on social media platforms through a 60 sec interactive reel. In their content, Influencers chose storytelling as the content style to connect with the audience and establish trust in the product. The content was posted on both the Influencer as well as brands’ page on Instagram for a wider reach. 

Throughout the campaign, we chose to use the hashtag #PudinHaraFizz. The campaign also included of using other hashtags like #AcidityKeShikaar, #PHFiZzActionCompleteRelaxation, #AcidityCompleteRelief. This campaign laid emphasis on how it is good for acidity, indigestion or gas. The handpicked influencers talked about the benefits of the products in their own funny & quirky manner. We took advantage of guiding through Influencers of different genres about the organic way of updating a well maintained lifestyle for the audience.

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 showed/proved that. The yielded results were a testament to the hope that people have.

The campaign run on Instagram garnered a total of 500K+ views on their videos with an engagement rate of 5.06%. The joint efforts of #ARM Worldwide & Dabur resulted in spreading the message to 600K+ audience. 

Dabur is an organization that has been transforming the living of every household through ayurveda over the past 138+ years. The world’s largest ayurvedic company has a line of products which are consumed in around 120 countries. In 2021, Dabur launched their product – Dabur Hajmola Candy – a healthy & Vitamin C rich digestive candy whose ingredients are sourced from organic farms and processed without the use of synthetic chemicals or artificial additives. Dabur & #ARM Worldwide joined hands to raise brand awareness & communicate the benefits of the product to their target audience. 

The fusion of ayurveda & chatpata

Dabur Hajmola amla candy is chatpata in flavor and very suitable  for digestion. The product is filled with the goodness of vitamin C. An individual can enjoy this product as a healthy snack in everyday life without worrying about bad effects of chemicals.

We, at #ARM Worldwide, were gratified to be part of this chatpata initiative and joined hands with Dabur to ensure this campaign is successful.

Objective

The objective of the campaign was to:-

• To raise awareness and talk about social issues that can be connected with the cause that is promoting.
• To communicate the benefits of the product while establishing its relevance and use in a simple manner.
• To create a positive impression of the product amongst the right TG.

Strategy devised

The Influencer marketing team at #ARM Worldwide conducted thorough market research. Strategies were formulated to maximize the outreach with help of creative and genuine influencers with active and loyal followers.

#ARM Worldwide has relations with some of the best creators in the influencer ecosystem. We shortlisted various influencers who were the perfect fit to carry on the message of Dabur’s newly launched Hajmola Amla Candy. Since the product persona was ‘chatpata’, we planned to engage Influencers who had a personality that matched ‘fun’ and ‘quirky persona of the product.  We handpicked 12 category A, B and C influencers from multiple genres. 

Additionally, we also thought of Involving an anchor or a well known face who could directly connect with the audience and get their reactions on consuming the product. This would not only give us a good reach but also establish the product relevance amongst the TG. Hence, we reached out to RJ Rochie to promote the product. For RJ Rochie, we selected the unconventional format of Vox Pox that was executed at multiple corporate offices to establish that Dabur Hajmola Candy could also be a great healthy snack for them.

The food bloggers & RJ Rochie kickstarted the campaign by visiting  multiple corporate offices asking people questions around ‘chatpata’. The video was also posted by RJ Rochie on her Instagram handle. After this, we had the other Influencers going Live with their content thus creating awareness for the product amongst their followers communicating how the product is a great healthy companion while traveling or binging at home. 

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 showed/proved that. The yielded results were a testament to the hope that people have.

The campaign run on Instagram garnered a total of 20K+ likes & 218K+ views on their videos. The joint efforts of #ARM Worldwide & Dabur resulted in spreading the message to 430K+ audience.

Challenge

Truecaller is one of the handiest application that helps consumers tackle one of the most infuriating problems we face in our everyday life i.e. spam calls. Nobody wants to receive a spam call during work hours while having dinner, or for that matter at any time of the day. Truecaller was reaching its 100 million user mark in India, thus wanted to make send out the message to the other potential consumers about the app. The challenge was to create awareness about the product and to convey their message to people. To spike conversations around the product, we decided to devise a Twitter campaign that would effectively and efficiently build the product awareness.

Strategy

With the aim of creating cognizance around the app, we decided to unveil campaign in two phases. The first phase involved identifying and associating with relevant social media influencers. This was a tricky situation, as it involved layers of screening and filtering - since the messaging was about an app, not any and everybody could be associated with. We then kicked off the campaign by letting these influencers post stories around the hashtag #WeHaveAMessage. The leg involved careful examination of all social media posts that were going out of our influencer network, as we wanted to clandestine and own #WeHaveAMessage hashtag. Once there was enough buzz and curiosity around the hashtag, we rolled out the second phase of the campaign - #99NotOut and #Century4India revealing the mystery around the predecessor hashtag #WeHaveAMessage, and ultimately taking back the conversation to Truecaller.

Execution

We started off the first phase by kicking #WeHaveAMessage on social media and engaged the audience in this digital conversation. We associated with 15 top-notch tech bloggers where we used their reach to convey the message to the relevant audience and create the buzz that Truecaller is looking to announce something. We also moderated user-generated content to engage more users in the campaign. To bring more clarity and in-depth knowledge of the app’s ecosystem we conducted one-on-one interactions between bloggers and Truecaller’s product team. The second phase started with spreading the word about #99NotOut and #Century4India. A bloggers meet was organised where the associated bloggers took on their social media accounts with live coverage of the event and an array of tweets around Truecaller’s achievement. During the Twitter activity with influencer at bloggers, we unveiled another phase of the campaign. The next step was about announcing the TrueDialer feature from Truecaller. For this, we created a Twitter handle @Ciao_DumbDialer and asked our influencers to tweet about the same. To further emphasise on TrueDialer’s prowess, we roped in versatile actor Nawazuddin Siddiqui for the campaign and created a video in which he shared his story about how he picked the right call and got a chance to live his dream of becoming an actor. This messaging was consequently promoted by using #TakeTheRightCall on Twitter, which helped create awareness and brand recall for Truecaller.

Results

• 37.55Mn + hashtag impressions
• 7,914 tweets
• 50+ Stories on web
• 20 Mn+ reach