Influencer advertising is a type of advertising through which focus is positioned on influential folks to succeed in the goal market. It identifies the people that affect potential clients and orient advertising actions round these influencers.
Merely put, it’s piggybacking on somebody’s established viewers (followers) to carry your model into consideration.
Lately, influencer advertising has turn into an more and more common technique for eCommerce manufacturers seeking to attain new audiences and drive gross sales. And it is no shock why – the influencer advertising business in India reached a whopping income of 900 crores by the top of 2021 with manufacturers having fun with increased ROI.
You possibly can be taught extra about what influencer advertising is right here.
Whereas the statistics look promising, there’s additionally phrase round how the tactic hasn’t been so efficient for many. The largest downside being the underlying technique behind the identical.
That’s why on this article, we’re sharing examples of some recognized Indian manufacturers that leverage influencer advertising, 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 celeb influencers
- Quirksmith: Give your clients an opportunity to relate tales
- CosMix: Get influencers to share genuine product evaluations and experiences
- The Loom: Encourage purchases by means of influencers that encourage each day actions
- Heads Up For Tails: Convey 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 client considerations as influencer marketing campaign themes
- Gillette Venus: Leverage influencers to make each day objects extra aspirational
- WOW Pores and skin Science: Collaborate with publications by means of celeb and bloggers
- Sugar Cosmetics: Create product-specific branded campaigns with micro and macro influencers
- Lenskart: Faucet into the affect of celeb trend commonly
- MyGlamm: Convey your product profit to the forefront with branded hashtags
- Mom Sparsh: Make influencers extra relatable by means of tales
1. Yogabar
Yogabar is a web based 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 technique focuses on working with micro-influencers, i.e., folks with a smaller however extra engaged following. The corporate has labored with over 100 micro-influencers throughout a variety of well being and health subjects.
One in every 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 all the time on the transfer, however in search of the perfect of merchandise for self care!
For mCaffeine, influencer advertising 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 akin to 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 a web based jewellery retailer that makes a speciality of handcrafted and customized items. Quirksmith takes a really focused strategy to influencer advertising, working with influencers who’ve a robust following within the trend and jewellery area.
This has allowed them to succeed in their target market successfully and construct relationships with influencers who may 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 common trend and jewellery bloggers, who created a video giving a behind-the-scenes have a look at the model.
4. CosMix
CosMix is a model that focuses on holistic well being and wonder through 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 evaluations as part of its content material technique. They’ve very well narrowed down the kind of influencers they work with. Every influencer is focused since they align with the model’s imaginative and prescient and might appropriately 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 prime celeb posts, The Loom is killing the influencer advertising sport. Their on-line feed showcases influencers donning their attire and successful on the trend 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 means 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 distinguished part of their web site devoted to the HUFT dad and mom, collaborators and media mentions.
7. Duroflex
Duroflex is without doubt one of the main mattress manufacturers in India, recognized for its comfy and sturdy merchandise. The corporate affords a variety of mattresses designed to go well with completely different wants and preferences.
Duroflex focuses on digital advertising to succeed in new audiences, and influencer advertising varieties a key a part of its technique. The corporate has labored with over 200 influencers so far throughout varied platforms, together with YouTube, Instagram and Fb.
Influencer advertising 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 considered one of Bollywood’s prime 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 a web based retailer of premium espresso based by Bharat Sethi. The corporate delivers its merchandise on to clients’ doorsteps and has a variety of over 50 completely different coffees.
Rage Espresso’s influencer advertising 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 celeb to hitch Rage Espresso’s influencer advertising.
9. BOAT
Boat is an Indian electronics firm recognized for its reasonably priced and high-quality merchandise. The corporate affords a variety of merchandise, together with headphones, earphones, audio system, and transportable chargers.
Boat’s influencer advertising 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 meant 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 affords a variety of merchandise free from dangerous chemical compounds and toxins.
Mamaearth’s influencer advertising for eCommerce strategy emphasizes each micro and macro-influencers. Thus far, 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 considered one of India’s hottest razor manufacturers for ladies. And their influencer advertising 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. One in every 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 giant 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 sport.
They’ve labored with a number of well-known Indian trend bloggers and Instagrammers and have had Bollywood celebrities as their model ambassadors. These embrace 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 common Indian publications, akin to 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 robust presence on social media, with 2 million followers on Instagram.
Sugar Cosmetics commonly 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 celeb– Taapsee Pannu, for its newest marketing campaign #BoldAndFree.
The various macro and micro-influencers typically put up 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 seems).
14. Lenskart
As everyone knows, on-line buying has turn into a well-liked means to buy objects. And in terms of eyewear, Lenskart is without doubt one of the finest on-line shops to purchase from.
They’ve a variety of merchandise to select from, however in addition they supply nice offers and reductions on their merchandise. The corporate supplies a variety of merchandise, together with sun shades, contact lenses, and eyeglasses.
Lenskart has constructed a robust social media presence, with over 1.5 million followers on Fb and over 659k followers on Instagram. They usually’ve leveraged this social media presence to drive gross sales and site visitors to their web site.
Along with utilizing conventional types of promoting, akin to TV advertisements and print advertisements, Lenskart has additionally invested in influencer advertising. 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 put up generated a variety of 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 a web based trend model that sells trendy and reasonably priced clothes for women and men. Based in 2012, the corporate has shortly turn into considered one of India’s hottest eCommerce manufacturers, with a big following on social media.
One factor that units Bewakoof aside from different trend manufacturers is its give attention to influencer advertising. The corporate has labored with a number of common Indian influencers, together with trend 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 girls’s clothes round her birthday.
16. MyGlamm
MyGlamm is a web based magnificence and wellness model that gives a variety of services, from make-up and skincare to hair care and nails.
The corporate has constructed up a robust social media presence, with over 647k followers on Instagram. They usually’ve used this platform to important impact, working with a number of influencers to advertise their services.
One in every 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 probably the most pure merchandise for the fragile pores and skin of infants.”
Mom Sparsh has constructed a robust presence on social media, they usually use Influencer advertising technique as a vital a part of their advertising technique.
The corporate has labored with a number of well-known Indian actresses and Instagrammers, akin to Mandira Bedi, to advertise their merchandise. One in every of their campaigns, “#UnscentedHappiness of mom,” was a success, giving the model colossal success.
Summing Up
Influencer advertising is without doubt one of the simplest methods to market your model and attain new audiences. This type, particularly, permits for folks with giant followings (macro-influencers), or who’re recognized inside their area of interest neighborhood (micro-influencers) on social media to succeed in a model’s target market.
Nonetheless, it is important to decide on the correct influencers to work with and have a transparent technique. Listed here are some actionable suggestions so that you can follow-
- Do your analysis: Be sure to spend time researching potential influencers to work with. Take 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 wish to obtain from the marketing campaign. It will show you how to select the correct influencers and measure the marketing campaign’s success.
- Construct relationships: Do not simply see influencer advertising as a one-off marketing campaign. As a substitute, attempt to construct lasting relationships with the influencers you’re employed with. It will make them extra more likely to promote your model sooner or later.
- Be clear: Be clear with influencers about your model and what you are seeking to obtain. It will assist them create related content material of curiosity to their followers.
- Monitor the outcomes: Keep watch over your marketing campaign outcomes and modify your technique if crucial. Attempt to monitor model consciousness, gross sales, and web site site visitors.
- Have a transparent CTA: Be sure that your call-to-action is evident and straightforward to observe. Influencers ought to have the ability to 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 is not only about working with somebody who has a better variety of followers than you, asking them to advertise your services. You want to create a well-documented technique to have the ability to faucet into the affect folks have on their viewers, so be sure you have clearly set your objectives, model ethos and most popular strategy earlier than making attain outs!
Further reads:
Individuals additionally requested
What’s influencer advertising in ecommerce?
Influencer advertising refers to a advertising tactic whereby you attain out to folks with a longtime viewers, or increased followers than your model, to advertise your services or products in an genuine means by means of their fashion of making content material.
How does influencer advertising improve gross sales?
84% of shoppers lookup on-line evaluations earlier than making a purchase order. Content material created by influencers is much like evaluations, however comes with a a lot wider attain. This performs on client psychology, serving to you win their belief by means of somebody they already know and look as much as, rising your gross sales.
What are the advantages of influencer advertising?
Influencer advertising, when executed proper, helps improve model consciousness and attain, serving to you construct credibility by means of recognized 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 put up. Creators with 50-80k followers, can cost upto INR 14k put up and the numbers solely go increased. The price of working with an influencer might also 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 wish to run the marketing campaign.
