The landscape of marketing is changing at a rapid pace. Today, influencer marketing campaigns have become one of the most vital marketing strategies implemented by brands.
Especially in 2020, when the whole world was succumbing to the unprecedented lockdown due to the ongoing pandemic crisis, the only way for brands to reach their customers was through digital platforms. Brands have successfully leveraged that by communicating their messages and offerings through a set of influencers on Facebook, Instagram, or Twitter.
With influencers becoming an essential source for communicating the messages and reaching out to the consumers, the brands highly depend on these influencers to gain traction and increase their brand visibility. During the ongoing pandemic, advertising agencies were seen assisting brands to launch influencer campaigns for different purposes.
We are listing out a few brands whose influencer campaigns appealed to us. These campaigns were launched for different purposes like spreading awareness on the importance of safety, informing the consumers about the safety measures implemented at public places, instilling a sense of responsibility and kindness in people, encouraging people to spread positivity and inspiring them to take a healthy lifestyle to deal with the pandemic.
Payal Singhal #PSPrints
Payal Singhal is a South Asian fashion house that deals in modern Indian bridal and occasional wear. The designer focuses on comfort, value for money and wearable garments with contemporary and minimal aesthetics. The brand is now expanding into a lifestyle brand with lifestyle products, accessories, home decor and more.
As a result of an ongoing pandemic, the brand launched an influencer marketing campaigns #PSPrints to spread awareness about the significance of social distancing and wearing a mask, thus introducing its range of designer masks to the consumers.
Through the years, the brand has built #PSGirls and #PSMen community, which supported the brand to reach 50 influencers for the campaign. The brand leveraged their existing community for creating an influencer marketing strategy by engaging with prominent names like Mouni Roy, Maria Goretti, Shaheen Abbas, Shamita Shetty, Drashti Dhami, Monica Dogra, Tanvi Malik, Arjun Bijlani, Siddharth Kannan, Priyaank Sharma and many more for the campaign.
The campaign #PSPrints focused on highlighting the importance of wearing a mask along with hashtags #stayhome #staysafe #flattenthecurve. The brand also took to some charity and donated part of their proceeds for the homeless and animal welfare.
Godrej Consumer Products Limited is the largest home-grown home and personal care company in India. The brand introduced Godrej Professional with products in hair care, colour, styling and keratin category. These products are said to be the first-ever professional hair colour & care range, designed for Indian hair.
Ever since the lockdown, grooming was the least priority for the consumers and thus, hair care. Hence, once the lockdown rules eased, the brand created an apt influencer marketing strategy. The brand rightly engaged with the influencers to not only announce the launch of its products but also communicate the safety measures. The brand collaborated with influencers like Minnie Rohilla, Ritabhari Chakraborty, Geet Roy, Madhu Shalini, Alivia Sarka, Geetashree Roy, Rajni Dwivedi and others across Indian cities to showcase the hygiene and safety measures that the salon chains have incorporated.
The campaign #hairforyou was launched as an extension to the Suraksha Salon Program with an aim to help the Indian salon industry retrieve and restore the confidence of a consumer.
Tata Capital #WeCountOnYou
Tata Capital is the financial arm of Tata Group that simplifies a customer’s journey by delivering a better experience through its digital service. The brand highly stands for the tagline ‘Count On Us’, instilling confidence among its clients and ensuring trusted services.
However, amidst the ongoing pandemic, the brand turned around its tagline and launched a responsible campaign #WeCountOnYou. Through its campaign, the brand wanted to instill a sense of responsibility and kindness in individuals and encourage them to initiate small acts of kindness and contribute their bit towards society.
The brand designed a simple yet powerful influencer marketing campaign with influencers like Atul Khatri, Gunjan Taneja and Pranav Sapra talking about various things that people could count on them for and concluded the video with one question – ‘What could we count on you for’. Through this, the campaign resulted in increased engagement and boosted optimism amongst people, thus reflecting the brand’s core values.
The main aim of the campaign #WeCountOnYou was to spread positivity around and inspire people to highlight stories of goodness and kindness.
Fujifilm India Private Limited is a pioneer in imaging technologies and one of the best-regarded camera brands worldwide. The brand launched an influencer campaign for its INSTAX range of cameras that produces stunning instant prints in vibrant colours.
During the ongoing pandemic, research suggested that giving to others results in better well being rather than having more to yourself. Basis this, the brand aimed to showcase how giving is the basic foundation of human connection and helps an individual thrive and grow. The brand creatively used its product’s USP to increase engagement, brand awareness, and spread positivity and happy memories around.
The brand released a social film on ‘Don’t Just Take, Give’ to spread happiness and inspire people to capture beautiful moments of love and care. The film features prominent personalities like Lisa Mishra, Rohina Anand Khira, Rina Charaniya Hural, Shivali Oswal, Shreyashi Debnath, and others, highlighting the essence of ‘giving’ and how it is underrated.
Through the campaign #dontjusttakegive along with #instaxgives, the brand wanted to showcase the importance of creating memories and encourage people to share the same with others, in the form of a print.
Ministry Of Ayush #MyLifeMyYoga
The Ministry of Ayurveda, Yoga & Naturopathy, Unani, Siddha and Homoeopathy (abbreviated as AYUSH) is purposed with developing education, research, and propagation of indigenous alternative medicine systems in India. The ministry runs multiple healthcare programs, primarily aimed at the rural population.
On account of the ‘International Yoga Day’ during the pandemic, the brand wanted to bring a sense of positivity amongst the audience and inspire them to practice yoga at home for a healthy lifestyle. The brand, along with the Indian Council for Cultural Relations (ICCR) launched an online video blogging contest #MyLifeMyYoga for the same.
The brand took a tactful approach and leveraged ongoing talks on a healthy lifestyle as a part of their influencer marketing strategy. The brand engaged with prominent influencers like Kareena Kapoor Khan, Akshay Kumar, Anushka Sharma, Milind Soman, Shilpa Shetty, and others to encourage people to participate in the contest by posting their yoga video with a short message describing the impact of yoga in their life.
The influencer marketing campaigns #MyLifeMyYoga aimed to spread awareness about Yoga and its positive impact on life while inspiring people to switch to a healthy lifestyle.
Such campaigns have been successful in instilling a sense of responsibility in people, boosting positivity, spreading awareness, and encouraging them to take the right course of action when the times have been tough.
We hope for the brands to continue making such positive differences in society through their influencer marketing campaigns.