Social Samosa speaks to Pranil Shah from DailyObjects about using social media to connect with GenZ. With great reliance on aesthetics, the brand replicates the look and feel of their products, across social media handles.
Homegrown D2C lifestyle accessories brand DailyObjects (DO) recorded an annualized revenue run-rate (ARR) of Rs 100 crore. They operate in market that was valued at US$ 2,115.2 million in 2021 and is expected to exhibit a CAGR of 11.2% by 2028.
DO was launched with the objective of introducing the Indian palette to quirkier or #LessOrdinary styles for everyday use accessories.
Social Samosa, in conversation with Pranil Shah - Sr. Manager, Marketing & Growth - DO, takes a look at DailyObjects’ social media strategy which revolves around symmetry, vibrant colours, sustainability and self-expression.
DailyObjects - TG & Beyond
Back in 2012, when DO was first launched by by Pankaj Garg and Saurav Adlakha, the brand catered only to phone cases. Since then DailyObjects has branched out into several categories like bags, laptop accessories, and more.
Today, the D2C company delivers across 29000+ pin codes and has sold more than 10 million products so far. Interestingly, 40% of their sales come from Tier III and IV cities.
Their core target group (TG) includes young adults and working professionals between the age group of 18-37 years who are design and fashion-conscious, yet tech-savvy, according to Pranil Shah.
“We cater to the needs of individuals who want to express their personality through their personal belongings and everyday carry,”
Pranil Shah
Social Media Play
A digital-first brand, DailyObjects has gathered a following of 300K+ Instagram and 869K+ Facebook followers as of May 2023. They have an active presence across Pinterest and Twitter too.
The brand’s marketing message is focused on the idea of self-expression and personal-individual style which also percolates down to the themes and the colours that they use.
Pranil Shah mentions “DailyObjects has a minimalist yet vibrant approach to design visuals and carry the same theme through all touchpoints.”
In one of their biggest yet social media campaigns, DO spoke about sustainability and encouraged the new generations, to make conscious lifestyle choices. The film featured the journey of discarded plastic bottles getting transformed into a thoughtful and functional range of eco-friendly bags. This campaign was intended to promote its PANGEA Collection.
On YouTube, DO shares tips that can elevate consumers' daily-use objects and collaborates with designers, and influencers to further showcase their range. As of May 09, DO has gathered 1.63K subscribers. There have also been celebrity tie ups.
As a design-first brand, DailyObjects also uses Pinterest, where they have accumulated 35.4k followers. Their post range on Pinterest, like other platforms, includes Making of the products, Love Packs, Smartsters, festival gift ideas, and various other collections. While they are at it, DailyObjects also tries to make its communication inclusive.
On social media platforms, the brand uses muted and blunt colours that usually reflect in their product colours.
Users Centric Approach
“Our users are our influencers,” says Pranil Shah.
As a lifestyle brand, DO’s marketing strategy hugely depends on their consumers and their loyalty. With UGC content, the brand relies heavily on consumer reviews and leverages this to create brand awareness.
The brand’s social media also includes their products user guide showcasing the purpose of their products and their usages. The short video guides are equally visually pleasing to watch.
“Our core communication messaging revolves around showcasing our products in use in relatable everyday situations and how they simplify and enhance the users' overall experience,” mentions Shah.
As a lifestyle brand, DO’s social media sees a good amount of influencer marketing as well. The brand usually collaborates with micro-influencers on a pan-India level who have a niche following thus, increasing their audience base.
DO is slowly and swiftly moving towards more brand collaborations. In the past, the brand has joined hands with Smartsters – a contemporary furniture and design studio for kids, to create a collection of lifestyle products for children.
“In the past year, we have grown 2X and we plan to solidify our presence in the coming year by focusing on meaningful and impactful partnerships and collaborations with more artists, global brands and MSME players,” says Shah.
Lastly, according to Shah, DO intends to continue working with artisans and is also strengthening its offline retail and building a robust omnichannel presence.
With a monochromatic palette that screams young aesthetics on social media, DailyObjects is attempting to disrupt the lifestyle accessories segment and attempting to create a new dynamic for their audience.
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