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Influencer advertising is a type of advertising wherein focus is positioned on influential individuals to achieve 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 deliver your model into consideration.
Lately, influencer advertising has develop into an more and more widespread technique for eCommerce manufacturers trying 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 tip of 2021 with manufacturers having fun with larger ROI.
You possibly can study 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 drawback 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 study from them to get your technique proper!
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1. Yogabar
Yogabar is a web-based retailer of well being meals and drinks based mostly 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., individuals with a smaller however extra engaged following. The corporate has labored with over 100 micro-influencers throughout a variety of well being and health matters.
One in all 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 constructed from espresso. It’s aimed toward a younger viewers with excessive aspirations who’re at all times on the transfer, however in search of the very best 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, based mostly 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 focuses on handcrafted and customized items. Quirksmith takes a really focused method to influencer advertising, 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 will help to advertise their model in a way more genuine method.
Some of the profitable campaigns Quirksmith has run is the ‘A Day within the Lifetime of a Quirksmith’ marketing campaign. This concerned partnering with 4 widespread vogue 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 may appropriately share data 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 recreation. Their on-line feed showcases influencers donning their attire and successful on the vogue recreation.
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 via different influencers who their viewers finds extra in frequent 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 dad and mom, collaborators and media mentions.
7. Duroflex
Duroflex is among the main mattress manufacturers in India, recognized for its comfy and sturdy merchandise. The corporate affords a variety of mattresses designed to swimsuit completely different wants and preferences.
Duroflex focuses on digital advertising to achieve new audiences, and influencer advertising types 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 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 one in every of Bollywood’s high actresses– Alia Bhatt. The model has additionally launched a marketing campaign with Milind Soman known 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 develop into the newest superstar to hitch Rage Espresso’s influencer advertising.
9. 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 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.
10. Gillette Venus
Gillette Venus is one in every of India’s hottest razor manufacturers for girls. 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 all 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.
11. 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 frequently 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 numerous macro and micro-influencers usually put up photos and movies of themselves sporting 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 to be like).
12. Lenskart
As everyone knows, on-line purchasing has develop into a preferred method to buy objects. And in relation to eyewear, Lenskart is among the finest on-line shops to purchase from.
They’ve a variety of merchandise to select from, however additionally they provide 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. They usually’ve leveraged this social media presence to drive gross sales and visitors to their web site.
Along with utilizing conventional types of promoting, akin to TV adverts and print adverts, 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 sporting the sun shades on her Instagram account. The put up generated a whole lot of buzz and curiosity in Lenskart’s merchandise, leading to a big improve in visitors to the corporate’s web site.
13. MyGlamm
MyGlamm is a web-based magnificence and wellness model that provides a variety of services and products, 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. They usually’ve used this platform to vital impact, working with a number of influencers to advertise their services and products.
One in all 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.
14. 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 powerful presence on social media, they usually use Influencer advertising technique as a crucial 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 all their campaigns, “#UnscentedHappiness of mom,” was successful, giving the model colossal success.
Summing Up
Influencer advertising is among the simplest methods to market your model and attain new audiences. This way, specifically, permits for individuals with massive followings (macro-influencers), or who’re recognized inside their area of interest neighborhood (micro-influencers) on social media to achieve a model’s target market.
Nevertheless, it is important to decide on the suitable influencers to work with and have a transparent technique. Listed here are some actionable suggestions so that you can follow-
- Do your analysis: Ensure 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 targets: Earlier than working with influencers, be clear about what you wish to obtain from the marketing campaign. This may make it easier to select the suitable 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. 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 crucial. Attempt to observe model consciousness, gross sales, and web site visitors.
- Have a transparent CTA: Be certain your call-to-action is obvious and straightforward to comply with. Influencers ought to be capable 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 and products. You want to create a well-documented technique to have the ability to faucet into the affect individuals have on their viewers, so be sure to have clearly set your targets, model ethos and most popular method earlier than making attain outs!
Further reads:
Incessantly requested questions on influencer advertising in ecommerce
What’s influencer advertising in ecommerce?
Influencer advertising refers to a advertising tactic whereby you attain out to individuals with a longtime viewers, or larger followers than your model, to advertise your services or products in an genuine method via their type of making content material.
How does influencer advertising improve gross sales?
What are the advantages of influencer advertising?
Influencer advertising, when carried out proper, helps improve model consciousness and attain, serving to you construct credibility via recognized names. However extra importantly, it additionally will get you extra genuine content material to advertise your model’s services and products with out having to excessively make use of reductions.
How a lot do influencers in India cost?
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