Discover how 3 startups conquered the Indian market through Influencer marketing campaigns. Gain insights and key takeaways from their successful campaigns. 🙌

What we are covering in today’s issue:

• Influencer Marketing Funnels

• Case Studies on 3 Indian Startups

• Takeaways from Case Studies 🤓

Indian Start-Ups are Building Empires with Influencer Marketing Campaigns 🤝

“The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come.” - Steve Jobs, Co-Founder, Apple.

Influencer marketing is all the rage now! We've provided ample evidence in our past editions to support this. Here’s more!

In a 2024 global survey among marketing agencies and brands, 22.4% allocated 10-20% of their marketing budget to influencer marketing.

But here comes the kicker.

If you ask any marketing gurus, they'll nod in agreement when you say that a killer marketing plan is like a funnel with a Top, Middle, and Bottom layer. 

Namely: TOFU(Top of the Funnel), MOFU (Middle of the Funnel), and BOFU (Bottom of the Funnel) 👇

Influencer Marketing Funnels 🧐

Now let’s dig into some brand campaigns that rocked the game of Influencer Marketing! But before that…

A Quick Message from Team Spreadd 🙌

Hey Brands,

You’re missing out on something very important when it comes to Influencer Marketing!

AI cannot give you all the answers you’re looking for. But we can. No really!

A little chat never hurt anybody, but surely did wonders for many! 

We’re all down for a conversation with you on all things marketing!

We are waiting for you on the other side,

Team Spreadd.

Learning from the Masters! 

Now that we've set up your influencer marketing campaigns, let's learn more from successful planners and executors.

First up is the one and only… 

LENSKART! 👓

Lenkart made wearing glasses cool - a narrative they pushed through years of marketing efforts. Shark Tank India gave Peyush Bansal an added advantage. 

Let’s explore how they achieved their "Affordable Luxury" status through multiple campaigns.

👁️‍🗨️ Campaign Overview: #HalkaRakhYaar

Lenskart's #HalkaRakhYaar campaign, featuring charismatic YouTube sensation Bhuvan Bam, introduced the AIR range of lightweight and stylish eyewear. This marked a groundbreaking move in the industry by using a social media influencer in a TV commercial.

👁️‍🗨️ Campaign Goals:

• Connect with Youth: Targeting the younger demographic that resonates with Bhuvan’s audience.

• Promote Lightness: Highlighting the AIR range’s lightweight feature.

• Drive Brand Recall: Creating memorable content to strengthen Lenskart’s brand identity.

👁️‍🗨️ Strategies:

• Exclusive Content: Bhuvan produced unique content, infusing his humor and style.

• #BBkeFrames: A curated collection on the Lenskart app, reflecting Bhuvan’s personal style.

• Humorous Skits: Bhuvan’s skits highlighted the AIR range’s comfort and style, resonating with his audience.

• Social Media Integration: The campaign leveraged Bhuvan’s extensive reach on platforms like YouTube and Instagram.

👁️‍🗨️ Campaign Phases:

• Awareness(TOFU): Introducing the AIR range through Bhuvan’s social media channels.

• Consideration(MOFU): Showcasing the eyewear’s unique features and style.

• Conversion(BOFU): Motivating followers to explore the #BBkeFrames collection and make purchases.

👁️‍🗨️ Results: 

The #HalkaRakhYaar campaign achieved remarkable engagement and conversion rates, showcasing Lenskart’s prowess in merging product innovation with impactful influencer partnerships. 

After Bhuvan Bam, Lenskart roped in some Indian Gaming influencers for a unique campaign #LenskartAtGamersDen

But if you think a big brand like Lenskart would never go for micro-influencers - you are in for a surprise.

In their recent campaign #LenskartInYourCity, the brand collaborated with many micro-influencers like singh_rakshit, shreejarajgopal, hustlrstories where they promoted Lenskart stores in their respective cities.

Eye care ✅ checked

Now, Let’s focus on Skincare! 🫠

Dot & Key: Secrets of Skincare 🍓

👁️‍🗨️ Introduction:

Dot & Key emerged as a brand dedicated to solving the often-overlooked aspects of skincare and haircare. 

Their mission was to address the “unattended problems” that arise from the hustle of daily life, bringing attention and care to every part of the body.

👁️‍🗨️ Goals:

• Brand Launch: Introduce Dot & Key and its innovative products to the market.

• Highlight Unique Benefits: Emphasize the focus on niche skin and hair issues.

• Premium Brand Positioning: Establish Dot & Key as a top-tier skincare brand.

👁️‍🗨️ Strategy:

• Influencer Collaboration: Leveraged social media influencers to launch products simultaneously across platforms.

• Product Superiority: Demonstrated the uniqueness of solutions for real-life challenges such as post-swim frizzy hair and sun exposure.

• Consumer Education: Informed consumers about the importance of caring for neglected body parts for overall health and radiance.

• Trials and Testimonials: Encouraged product trials through influencer reviews and credible endorsements.

👁️‍🗨️ ROI:

• Brand Presence: Gained visibility through influencer engagement and hashtag campaigns.

• Increased Online Presence: Boosted search results and social media activity.

• Instagram Shoutouts: Influencers shared Dot & Key hampers, enhancing reach.

• UTM Links: Generated sales through influencer-shared links, leading to products selling out within a week.

Recently they onboarded nano and micro-influencers like glosscollective, pearlpill , and Arnakshi Kashyap to create innovative content and target a better range of audience.

Eye care ✅ checked

Skincare ✅ checked

Now, let’s put on some music! It’s time to partayyy!! 🔊

boAt’s Influencer Game is on point! 🎵

Remember those ads? They stormed billboards and Instagram, challenging women objectification. Content creator Aishwarya Mohanraj created a satirical stand-up routine for the campaign.

👁️‍🗨️ Their Approach?

• Engagement: Interactive phases to educate and shift public perception.

• Education: Highlighting the absurdity of objectifying terms through comedy.

• Encouragement: Promoting a positive portrayal of women in the entertainment industry.

Aman Gupta, boAt's co-founder and CMO, is all in on this. He said, "We're rewriting the rules here. It's time to give women the respect they deserve in music."

👁️‍🗨️ Strategies and Execution

• Ai-tem Tool: Custom AI to generate empowering lyrics.

• Satirical Standup: Aishwarya Mohanraj’s video to spark discussion and thought.

• OOH Collaboration: Content with Swiggy Food and Zepto to distinguish objects from women.

👁️‍🗨️ Results & Impact:

boAt's campaign against the objectification of women in songs sparked a cultural shift, firmly establishing the brand as a believer in true women empowerment. It's not a one-time effort; they plan to sustain the conversation, aiming for a music scene rooted in respect and empowerment.

People are now more aware of how women are portrayed in lyrics. 🎵🚀👩‍🎤

Just have a look at their comment section

When it comes to teaming up with micro-influencers, boAt is right on track. They joined forces with influencers Suboojeet and Karishma Sharma for their fun #DoodleDriftCampaign

They also rolled out the #FindYourWay Campaign, featuring influencers Shramona Poddar (@mishtiandmeat), Kat.Kristian, and __Chikka to promote their newly launched boAt smartwatches.

📌 The bottom line is…

Even the biggest brands are realizing the power of micro-influencers. And so should you! 

But where do you find creators that suit your brand style? Manual Hunt them on Instagram? Obviously not!

Spreadd brings the best creators out there under one roof - scan through a list of creators - study their profiles - check their analytics - and pitch them right away! All from one place! 

No need for manual hunting or dealing with multiple agencies. 

Apply as a Brand with Spreadd and execute your campaigns in no time!

Let’s Reinvent great content together!! 🙌

We hope our issue gives you fresh insights into the Indian Creator Economy!

Are you planning your next brand campaign? Let us help you Spreadd Your Story!

Let’s pair you with top creators and craft unforgettable campaigns together — all in one place.

Wait no more! It’s time to spread your wings and fly high! 🚀

We are waiting for you on the other side,

Team Spreadd.

Thanks for reading this issue of The Brand Advocate, we are bringing you hand-crafted marketing insights from the world of startups and businesses and delivering them straight to your inbox, every Thursday.

See you next week,

Team Spreadd