Pidilite Glue Drops’ Influencer Blitz Delivers 11.5M Views and 7.6M Reach
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%):
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- Parenting/Mom (15%):
- Lifestyle/Couple (15%):
- Fashion (20%):
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.