Social Samosa takes a look at Influencer Marketing campaigns 2017 from India, understanding the usage of the concept by the brands this year.
2017 has been a good year for influencer marketing, as more brands open up to the concept and apply it in the right light. Right from Kerala Tourism to Parle, Influencer Marketing campaigns in 2017 appear to be a part of a much larger integrated initiative, as opposed to standalone initiatives with compelled brand endorsements.
Social Samosa takes a look at Influencer Marketing campaigns 2017 from India, understanding the usage of the concept by the brands this year.
Doors of India
To promote their newly launched product, Pravesh Steel Doors, Tata Steel launched an influencer marketing initiative – #DoorsofIndia with 6 Explorers Over 30,000 kms Across 46 Cities featuring 6 eminent travel influencers Amrita Das, Divyakshi Gupta, Swati Saxena, Vinayak Grover, Kaushal Karkhanis and Shubham Mansingka, who traveled through the diasporas of Indian geography, dialects and cultural nuances curating stories of prominent doors.
The influencers covered 30,000 Kms across 46 cities in 15 states over a period of 5 months shared the stories of #DoorsOfIndia on their social media handles, taking the essence of Tata Steel to every nook and corner of the country
Kerala Tourism
As a part of their yearly campaign, Kerala Tourism invited eminent travel influencers for new experiences in the state. Palakkad and Wayanad appeared to be two of the attraction points of their campaign this year. The bloggers were given a wonderful trip, giving them a to experience and speak about on their social media feed live and on the blogs.
Nykaa
Online cosmetics website, Nykaa, in September released a series of videos with veteran comedian and influencer Rohan Joshi. The idea was to bank on Joshi’s online stardom and fan following, by featuring him in an unlikely scenario.
The videos showed Joshi taking up #MakeUpChallenge by applying makeup on model Shivani Singh. The videos made for a fun piece, as Joshi struggled with all the makeup hilariously. The video had over 22k views.
Metro Shoes
Metro Shoes has been active on Instagram lately and has been making the best out of it by featuring various influencers sporting products by Metro Shoes. Fashion influencers such Riya Jain of Caught In A Cuff, Siddhi and Varun of Settle Subtle, and Sarang Patil of He Is God The Style were seen adorning Metro Shoe’s Instagram timeline with great content, later shared with their own followers too.
American Express
American Express collaborated with bloggers to give their followers a taste of the benefits and convenience of their product. Under #ExperienceAmex, the brand collaborated with bloggers across genres. Fashion and lifestyle influencer, Stylish by Nature, shared her Diwali shopping done with an American Express Card with its benefits.
Travel Influencer, Lakshmi Sharath, who took an American Express card with her on a trip to Croatia, sharing the benefits of the card from time to time.
Parle
As a part of their Diwali campaign, Parle launched #ApniDiwali, collaborating with food bloggers, who shared amazing Diwali recipes with Parle ingredients. Various influencers whipped up lip smacking dishes such as Kaju Barfi with Parle Twenty Twenty by Food Of Mumbai, Crunchy Parle Bakesmith Marie Choco Ladoos by The Crazy Indian Foodie, and Happy Happy Choco Chip Shake by Food Maniac India.
KFC India
KFC created a teaser campaign before the launch of their Double Down burger. As a part of the buzz phase, the brand collaborated with food bloggers who helped in creating curiosity around what will be the upcoming burger with #KFCSecretBurger.
Once the burger was revealed, the brand invited influencers for a taste and social media was soon flooded with reviews. The influencers also included Buzzfeed, as two of their staff tried the burger and reviewed it.
It is interesting to see how brands from various industries used influencers in different capacities. For instance, Parle banked on influencers to create original content and take it to the right audience, while Nykaa leveraged Rohan Joshi’s network as a medium. #DoorsOfIndia stands out in the list, as Tata Steel, a largely B2B brand, managed to use influencers with integrated storytelling. 2017 has been a good year for influencer marketing campaigns indeed.
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