Shopsy and #ARM Worldwide join hands to raise awareness on Pride Month

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 0% commission platform for sellers 

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

Objective of the movement

  1. To create more awareness about the brand. 
  2. 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.

Subscribe to our weekly updates.

    Make a mark in the industry with us via digital transformation.

    Contact us

    Truecaller – A Blogger Outreach Case Study

    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

    Subscribe to our weekly updates.

      Make a mark in the industry with us via digital transformation.

      Contact us

      MakeMyTrip – A Video Marketing Case Study

      Challenge

      India’s online travel and tourism is a growing market and expected to reach US$ 280.5 billion by 2026. Tourism is also a potentially large employment generator besides being a significant source of foreign exchange for the country. MakeMyTrip is one giant fish in that business domain. MakeMyTrip propelled two videos showcasing life at MMT and calling potential candidates for careers at MMT. Our main challenge was to generate a positive share of voice and do video amplification & engagement.

      Strategy

      The strategy was to start by creating a buzz on Twitter by getting in collaboration with influencers and using their account to spread awareness about the hashtags #ExperienceMMTCareer and #LifeofMMTtechie. We planned to target tech bloggers and tech enthusiasts by getting in association with Techprone. Promotion of video through Twitter by using the hashtags and video links and getting influencers to blog and engender responsiveness about it.

      Execution

      IN INFOGRAPHIC
      • Brand owned Content promotion
      • Association with Techprone and tech bloggers
      • Content promoted on Twitter and facebook
      Video was promoted on Twitter and Facebook by using MMT’s account and Techprone’s page which in turn engrossed lot of tech bloggers and tech enthusiast’s and buzz around #ExperienceMMTCareer and #LifeofMMTtechie was created.

      Results

      • 29Mn + impressions on Twitter
      • Total engagement of 43,749 on YouTube
      • 9600+ engagement on Twitter.
      Both hashtags were trending on Twitter on almost all 5 days.

      Subscribe to our weekly updates.

        Make a mark in the industry with us via digital transformation.

        Contact us

        #StyleMyLife Marie Claire India Launch Case Study

        Challenge

        Marie-Claire, a brand synonymous as one of the most authoritative fashion publication for women, but not known for their clothing line in India, was looking to make an entry with its clothing line for women. Globally, Marie Claire is established as itself as a go-to portal for substance, character and depth for women with a spot of view and a sense of humour, and they wanted to cater their clothing line to the same set of women. The brand went into an exclusive partnership with Myntra, India’s leading fashion portal, and wanted to create a awareness about the same.

        Strategy

        To execute this awareness campaign, we devised a campaign where we associated with social media influencers and turned them into brand advocates who drove social conversations and added to the velocity of brand awareness before it officially launched. The campaign was executed in two phases - pre-launch and post-launch. We decided to drive the pre-launch activity entirely on Instagram. So, we filtered and shortlisted three of the most influential lifestyle bloggers from the country and gave them exclusive merchandise from the brand. To drive conversations and build curiosity, we used the hashtags #FashionUp , #FreshenUp and #FrenchenUp, showcasing the photo stories of bloggers on how they liked to dress up with Marie Claire’s merchandise. These photo stories acted as social triggers and started conversations and curiosity among the Instagram audience. We wanted to keep up the momentum of conversations, hence, we engaged with five separate Instagram influencers who shared brand’s creatives on their respective pages and asked their audience to repost their posts using #MarieClaire, and by doing so standing a chance to win a shopping voucher. As part of launch leg, we sent out a box of assorted cupcakes inscribed with ‘Think Smart & Look Amazing’ description to the target media universe. This acted as another social trigger where these bloggers clicked and shared pictures of these cupcakes and their audiences drove more conversations around the brand. As part of the post-launch activity we associated with fashion YouTubers, influencers & bloggers

        Execution

        To execute the first leg of pre-launch phase we associate with three popular Instagram accounts like DforDelhi, LBB & MyHappinesz and devised three different theme campaigns for them, namely, #FreshenUp, #FashionUp  & #FrenchenUP. These bloggers posted the picture of the merchandise and asked their audience to use the hashtag and put the picture to win the same dress showcased in their social post. In order to further amplify the pre-buzz campaign, we collaborated with five more Instagram Influencer and had a regram campaign where they posted the brand’s creatives and asked their audience to regram the post. For the launch event we ditched the run of the mill emailer invites and instead sent QR code enabled personal invites. On scanning the code the receiver saw a personal message from the actress Neha Dhupia. For the event we invited more than 60 fashion bloggers using the hashtag #StyleMyLife. During the event these bloggers posted real-time bloggers adding to the larger share of voice #MarieClaire was attracting in the country. Post launch we collaborated with the seven niche fashion Bloggers/Youtubers to create Marie Claire’s haul video (a video where a consumer showcases the product purchased), lookbooks and a DIY videos on topics like - five ways to wear Marie Claire white french collar shirt etc.

        Results

        • 12 Million+ Impressions
        • 10k+ engagements
        • 500+ posts on Marie Claire
        • 100+ Instagram Influencers engaged

        Subscribe to our weekly updates.

          Make a mark in the industry with us via digital transformation.

          Contact us

          Citibank India #HappierDiwali – An Integrated Influencer Marketing Case Study

          Challenge

          Diwali is a festival which unites everybody irrespective of their differences. While every year we wish our friends and family, Citibank decided to take things a to the next level by making the occasion of Diwali happier. Since Diwali is a festival associated with shopping and gifting, Citibank wanted to emerge as customers’ go-to credit card company by providing best deals in the market. So, our goal was to create a strong word of mouth using social media influencers and good brand reputation.

          Strategy

          Our primary strategy was to create a strong word of mouth and social stories to attract relevant audiences. We included both online and offline activities for the campaign. The online campaign included creating Citibank’s experiential videos at Vijay sales and hosting a Twitter contest with strategic pre/post buzz to amplify the engagement. We kickstarted the campaign by associated with ten bloggers to host a giveaway contest via their blogs. To give a more 360-degree marketing mix, we included radio announcements for the social media audience. To create a high brand recognition for #HappierDiwali, we planned and executed content for Twitter for an extended period of five days  - a key component of execution of this campaign. We created a microsite that pulled the feeds of #HappierDiwali automatically from all the content partners, Twitter, Vines, Instagram as well as Youtube to a common place to make it one stop shop for all the #HappierDiwali moments. The offline leg of the campaign included training showroom personnel to shoot video/Vines and generate unique content that could be posted to social media accounts, acting as accelerators for the campaign.

          Execution

          To create relevant buzz and engage with the target audience, we collaborated with ten premier tech bloggers to come together for a unique giveaway. As a giveaway, we suggested iPhone 5s and iPad minis that helped create a viral buzz and attract more eyeballs in the digital space. Each of the bloggers, to add more to the velocity, networked with their circles and added greater engagement by using uniquely designed banners and customised status messages. To drive more engagement and show gratification, owners of these tech blogs used Vines to send a personalised message to readers, instantly adding to the buzz around the campaign. Along with this, a parallel campaign was organised on Twitter where followers of @HappierDiwali account were encouraged to share their plans for Diwali as Tweets, Images, Vines, Instagram posts. Further, we chose three influencers and shot feature video showing how Citibank made their shopping convenient by providing easy EMI options. Also, Citi’s offline partners were engaged and encouraged to share video snippets around their plan for celebrating Diwali.

          Results

          • 28.7 Mn impressions
          • 51,000 microsite moments
          • 2 Mn views of the videos
          • 8000 shares of campaign
           

          Subscribe to our weekly updates.

            Make a mark in the industry with us via digital transformation.

            Contact us