Influencer advertising and marketing is a type of advertising and marketing by which focus is positioned on influential individuals to achieve the goal market. It identifies the people that affect potential prospects and orient advertising and marketing actions round these influencers.
Merely put, it’s piggybacking on somebody’s established viewers (followers) to deliver your model into consideration.
Lately, influencer advertising and marketing has turn into an more and more well-liked technique for eCommerce manufacturers trying to attain new audiences and drive gross sales. And it is no shock why – the influencer advertising and marketing business in India reached a whopping income of 900 crores by the tip of 2021 with manufacturers having fun with increased ROI.
You possibly can be taught extra about what influencer advertising and marketing is right here.
Whereas the statistics look promising, there’s additionally phrase round how the tactic hasn’t been so efficient for many. The most important downside being the underlying technique behind the identical.
That’s why on this article, we’re sharing examples of some identified Indian manufacturers that leverage influencer advertising and marketing, and what you possibly can be taught from them to get your technique proper!
- Yogabar: Collaborate with area of interest influencers or specialists
- mCaffeine: Work with micro, macro and superstar influencers
- Quirksmith: Give your prospects an opportunity to relate tales
- CosMix: Get influencers to share genuine product critiques and experiences
- The Loom: Encourage purchases by way of influencers that encourage everyday actions
- Heads Up For Tails: Deliver ahead genuine buyer tales in all codecs
- Duroflex: Create a USP-driven influencer marketing campaign theme to bolster message
- Rage Espresso: Faucet into the engagement of micro influencers with occasional aspirational collaborations
- BOAT: Create an overarching theme for influencer campaigns to share your imaginative and prescient
- Mama Earth: Faucet into widespread, every single day shopper issues as influencer marketing campaign themes
- Gillette Venus: Leverage influencers to make everyday objects extra aspirational
- WOW Pores and skin Science: Collaborate with publications by way of superstar and bloggers
- Sugar Cosmetics: Create product-specific branded campaigns with micro and macro influencers
- Lenskart: Faucet into the affect of superstar vogue repeatedly
- MyGlamm: Deliver your product profit to the forefront with branded hashtags
- Mom Sparsh: Make influencers extra relatable by way of tales
1. Yogabar
Yogabar is an internet retailer of well being meals and drinks primarily based in Mumbai. The corporate was based in 2014 by Anindita Sampath Kumar. Yogabar’s influencer advertising and marketing technique focuses on working with micro-influencers, i.e., individuals with a smaller however extra engaged following. The corporate has labored with over 100 micro-influencers throughout a spread of well being and health matters.
Certainly one of Yogabar’s most profitable influencer campaigns was its “Encourage your self first” initiative with Indian Health influencer and entrepreneur Arun Sharma.
2. mCaffeine
mCaffeine is India’s first private care model, with its distinctive vary of merchandise constituted of espresso. It’s geared toward a younger viewers with excessive aspirations who’re at all times on the transfer, however searching for the most effective of merchandise for self care!
For mCaffeine, influencer advertising and marketing is not only about driving gross sales but additionally creating model consciousness and recall worth. The corporate has labored with a number of well-known Indian influencers reminiscent of Radhika Apte and Alia Bhatt.
Mcaffeine works with each micro and macro-influencers to advertise its merchandise. This has helped them faucet into the completely different segments of their viewers, primarily based on completely different psychologies – one the place they aspire to be like somebody, and the opposite the place they discover their day-to-day inspiration.
3. Quirksmith
Quirksmith is an internet jewellery retailer that focuses on handcrafted and personalised items. Quirksmith takes a really focused method to influencer advertising and marketing, working with influencers who’ve a powerful following within the vogue and jewellery house.
This has allowed them to achieve their target market successfully and construct relationships with influencers who may also help to advertise their model in a way more genuine means.
One of the profitable campaigns Quirksmith has run is the ‘A Day within the Lifetime of a Quirksmith’ marketing campaign. This concerned partnering with 4 well-liked vogue and jewellery bloggers, who created a video giving a behind-the-scenes take a look at the model.
4. CosMix
CosMix is a model that focuses on holistic well being and wonder by way of dietary supplements, herbs and superfoods sourced from their farm companions. They’ve over 30,000 followers and have been featured in Vogue, Grazia and Forbes Underneath 30.
The model incorporates micro-influencer posts and critiques as part of its content material technique. They’ve very neatly narrowed down the kind of influencers they work with. Every influencer is focused since they align with the model’s imaginative and prescient and may accurately share info with their viewers.
5. The Loom
Loom is an Indian model that sells attire, equipment and extra. With an enviable Instagram feed that boasts of high superstar posts, The Loom is killing the influencer advertising and marketing sport. Their on-line feed showcases influencers donning their attire and profitable on the vogue sport.
With celebrities like Aishwarya Rai Bachchan to Karishma Kapoor sporting their garments to them securing options in Vogue and Femina, The Loom is doing all of it. However let’s not additionally miss the truth that they’re making their assortment extra relatable by way of different influencers who their viewers finds extra in widespread with.
6. Heads Up For Tails
Heads Up For Tails are a verified Indian pet care model that has over 100,000 Instagram followers. HUFT ties up with micro and macro influencers and experiments with completely different content material codecs so as to add to their ever-growing viewers.
Not solely is their content material technique already a winner however pairing it with influencer posts helps them retain their #1 place within the pet care area of interest.
Additionally they have a outstanding part of their web site devoted to the HUFT mother and father, collaborators and media mentions.
7. Duroflex
Duroflex is without doubt one of the main mattress manufacturers in India, identified for its snug and sturdy merchandise. The corporate provides a variety of mattresses designed to go well with completely different wants and preferences.
Duroflex focuses on digital advertising and marketing to achieve new audiences, and influencer advertising and marketing kinds a key a part of its technique. The corporate has labored with over 200 influencers up to now throughout varied platforms, together with YouTube, Instagram and Fb.
Influencer advertising and marketing for Duroflex is meant to advertise the corporate’s items and lift model appreciation. The model’s most well-known marketing campaign for “Change your Sleep – Change Your Life” is with certainly one of Bollywood’s high actresses– Alia Bhatt. The model has additionally launched a marketing campaign with Milind Soman referred to as a 7-hour marathon which focuses on the significance of sleep.
8. Rage Espresso
Rage Espresso is an internet retailer of premium espresso based by Bharat Sethi. The corporate delivers its merchandise on to prospects’ doorsteps and has a spread of over 50 completely different coffees.
Rage Espresso’s influencer advertising and marketing for eCommerce technique focuses on working with micro-influencers. The corporate has collaborated with influencers throughout varied platforms, together with YouTube, Instagram, and Fb.
Rage Espresso’s influencer campaigns promote its merchandise and create model consciousness. The corporate has labored with a number of well-known Indian celebs like India’s star cricketer, Virat Kohli. He has turn into the most recent superstar to hitch Rage Espresso’s influencer advertising and marketing.
9. BOAT
Boat is an Indian electronics firm identified for its reasonably priced and high-quality merchandise. The corporate provides a variety of merchandise, together with headphones, earphones, audio system, and moveable chargers.
Boat’s influencer advertising and marketing for eCommerce technique focuses on working with micro and macro-influencers. The corporate has labored with a number of influencers throughout varied social media platforms.
The influencer initiatives run by Boat are supposed to advertise the corporate’s items and lift model recognition. The corporate has launched a number of profitable campaigns, such because the “#SoundThatMatters” marketing campaign with well-known Indian cricketer Shikhar Dhawan.
10. Mama Earth
Mama Earth is an Indian pure magnificence and wellness model based by husband-wife duo Varun and Ghazal Alagh. The corporate provides a spread of merchandise free from dangerous chemical compounds and toxins.
Mamaearth’s influencer advertising and marketing for eCommerce method emphasizes each micro and macro-influencers. To date, the group has labored with over 100 influencers throughout varied social media channels.
Mamaearth’s influencer campaigns promote its merchandise and create model consciousness. The corporate has launched a number of profitable campaigns, such because the “#ShaadiWalaGlowEveryday” marketing campaign with well-known Indian actress Shilpa Shetty.
11. Gillette Venus
Gillette Venus is certainly one of India’s hottest razor manufacturers for ladies. And their influencer advertising and marketing for eCommerce technique has been instrumental in serving to them develop their market share.
They’ve labored with many high-profile Indian celebrities like Ananya Pandey. Certainly one of their well-known campaigns was the “#Whatsyourrepeat” marketing campaign involving a number of feminine celebrities. They’ve additionally labored with many lesser-known influencers with massive followings in area of interest markets.
12. WOW Pores and skin Science
WOW Pores and skin Science is an Indian eCommerce model that sells pure and natural magnificence merchandise and they’re one of many manufacturers which might be nailing the influencer advertising and marketing sport.
They’ve labored with a number of well-known Indian vogue bloggers and Instagrammers and have had Bollywood celebrities as their model ambassadors. These embody Bhumi Pednekar, Disha Patani and even the ace actress, Kareena Kapoor Khan. Not solely this however they’ve additionally been featured in a number of well-liked Indian publications, reminiscent of Femina and Elle India.
13. Sugar Cosmetics
Based in 2012, Sugar Cosmetics is a number one on-line cosmetics model in India. The corporate has constructed a powerful presence on social media, with 2 million followers on Instagram.
Sugar Cosmetics repeatedly companions with influencers for product promotion and launches. For instance, to advertise their new vary of liquid lipsticks, the model partnered with Indian influencers and wonder bloggers. So as to add to that, the model introduced its partnership with Bollywood superstar– Taapsee Pannu, for its newest marketing campaign #BoldAndFree.
The various macro and micro-influencers typically submit photos and movies of themselves carrying the Sugar Cosmetics liquid lipsticks and different high-quality merchandise, which has helped them showcase the worth of their merchandise in distinctive methods (aka appears).
14. Lenskart
As everyone knows, on-line buying has turn into a preferred means to buy objects. And relating to eyewear, Lenskart is without doubt one of the greatest on-line shops to purchase from.
They’ve a variety of merchandise to select from, however additionally they supply nice offers and reductions on their merchandise. The corporate gives a variety of merchandise, together with sun shades, contact lenses, and eyeglasses.
Lenskart has constructed a powerful social media presence, with over 1.5 million followers on Fb and over 659k followers on Instagram. And so they’ve leveraged this social media presence to drive gross sales and site visitors to their web site.
Along with utilizing conventional types of promoting, reminiscent of TV adverts and print adverts, Lenskart has additionally invested in influencer advertising and marketing. The corporate has labored with a number of influencers in India, together with Bollywood actress Katrina Kaif for his or her “I’m hooked” marketing campaign.
In a single marketing campaign, Lenskart despatched a pair of sun shades to Katrina Kaif, who then posted a photograph of herself carrying the sun shades on her Instagram account. The submit generated numerous buzz and curiosity in Lenskart’s merchandise, leading to a major improve in site visitors to the corporate’s web site.
15. Bewakoof
Bewakoof is an internet vogue model that sells fashionable and reasonably priced clothes for women and men. Based in 2012, the corporate has rapidly turn into certainly one of India’s hottest eCommerce manufacturers, with a big following on social media.
One factor that units Bewakoof aside from different vogue manufacturers is its deal with influencer advertising and marketing. The corporate has labored with a number of well-liked Indian influencers, together with vogue bloggers and Instagram celebrities.
Bewakoof’s influencer campaigns have been very profitable, serving to the model attain new audiences and improve its ROI. In a single latest marketing campaign, the corporate labored with well-known Indian actress Fatima to advertise its new vary of ladies’s clothes round her birthday.
16. MyGlamm
MyGlamm is an internet magnificence and wellness model that gives a spread of services, from make-up and skincare to hair care and nails.
The corporate has constructed up a powerful social media presence, with over 647k followers on Instagram. And so they’ve used this platform to vital impact, working with a number of influencers to advertise their services.
Certainly one of MyGlamm’s most profitable campaigns was their #100daysofglow problem, which noticed 100 influencers share their on a regular basis skincare routines utilizing MyGlamm merchandise. This helped improve model consciousness and enriched their content material technique.
17. Mom Sparsh
Mom Sparsh is an Indian child care model that was based in 2016. The corporate’s mission is to “present the most secure and essentially the most pure merchandise for the fragile pores and skin of infants.”
Mom Sparsh has constructed a powerful presence on social media, they usually use Influencer advertising and marketing technique as a essential a part of their advertising and marketing technique.
The corporate has labored with a number of well-known Indian actresses and Instagrammers, reminiscent of Mandira Bedi, to advertise their merchandise. Certainly one of their campaigns, “#UnscentedHappiness of mom,” was successful, giving the model colossal success.
Summing Up
Influencer advertising and marketing is without doubt one of the handiest methods to market your model and attain new audiences. This manner, specifically, permits for individuals with massive followings (macro-influencers), or who’re identified inside their area of interest group (micro-influencers) on social media to achieve a model’s target market.
Nevertheless, it is important to decide on the precise influencers to work with and have a transparent technique. Listed below are some actionable ideas so that you can follow-
- Do your analysis: Be sure you spend time researching potential influencers to work with. Have a look at their follower numbers, engagement ranges, and the standard of their content material.
- Be clear about your objectives: Earlier than working with influencers, be clear about what you need to obtain from the marketing campaign. This may provide help to select the precise influencers and measure the marketing campaign’s success.
- Construct relationships: Do not simply see influencer advertising and marketing as a one-off marketing campaign. As a substitute, attempt to construct lasting relationships with the influencers you’re employed with. This may make them extra prone to promote your model sooner or later.
- Be clear: Be clear with influencers about your model and what you are trying to obtain. This may assist them create related content material of curiosity to their followers.
- Monitor the outcomes: Regulate your marketing campaign outcomes and regulate your technique if obligatory. Attempt to observe model consciousness, gross sales, and web site site visitors.
- Have a transparent CTA: Be sure that your call-to-action is obvious and straightforward to observe. Influencers ought to be capable of inform their followers precisely what you need them to do, whether or not it is visiting your web site or utilizing a reduction code.
Bear in mind, influencer advertising and marketing is not only about working with somebody who has a better variety of followers than you, asking them to advertise your services. It’s essential to create a well-documented technique to have the ability to faucet into the affect individuals have on their viewers, so ensure you have clearly set your objectives, model ethos and most popular method earlier than making attain outs!
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Individuals additionally requested
What’s influencer advertising and marketing in ecommerce?
Influencer advertising and marketing refers to a advertising and marketing tactic whereby you attain out to individuals with a longtime viewers, or increased followers than your model, to advertise your services or products in an genuine means by way of their fashion of making content material.
How does influencer advertising and marketing improve gross sales?
84% of customers search for on-line critiques earlier than making a purchase order. Content material created by influencers is just like critiques, however comes with a a lot wider attain. This performs on shopper psychology, serving to you win their belief by way of somebody they already know and look as much as, rising your gross sales.
What are the advantages of influencer advertising and marketing?
Influencer advertising and marketing, when accomplished proper, helps improve model consciousness and attain, serving to you construct credibility by way of identified names. However extra importantly, it additionally will get you extra genuine content material to advertise your model’s services with out having to excessively make use of reductions.
How a lot do influencers in India cost?
As per surveys, most micro-influencers who’ve 5-10k followers, make a mean of INR 6.5k per submit. Creators with 50-80k followers, can cost upto INR 14k submit and the numbers solely go increased. The price of working with an influencer may differ primarily based on the channel they’re energetic on, the kind of content material you require them to create and the way lengthy you need to run the marketing campaign.
