The festive season is a time for sharing, giving and creating social campaigns that bundle all this up in a warm, fuzzy way to connect with their audiences at this time of year. These special days give marketers something to gear their campaigns towards and give them the chance to experiment with things like tone of voice and visual content.
One of the challenges that brands face during this time is to come up with innovative campaigns that stand out and celebrate the festival in style. Brands work hard to create a viral campaign that gets chins wagging and people talking. This Diwali was the season to be marketing with the influencers and these brands seemed to have nailed it.
Tata Steel – #Doors of India
This Diwali Tata Steel launched an influencer marketing initiative ‘Doors of India’ to promote their new product Pravesh Steel Doors. The campaign featured 6 eminent travel influencers like Swati Saxena and Shubham Mansingka who traveled through the Indian geography encapsulating its cultural nuances and curating stories of illustrious doors. More than just grabbing eyeballs the UGC was at its peak. People shared their personal stories in various Social media channels using #DoorsOfIndia
Nykaa – Make Up Challenge
The e-commerce cosmetic portal Nykaa in association with veteran comedian and influencer Rohan Joshi released a series of videos in September. The idea was simple: take advantage of Joshi’s fan following and online stardom by featuring him in an unlikely scenario.
KFC India – #KFCSecretBurger
To create noise about their Double Down Burger, the brand collaborated with food bloggers and influencers who created 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.
To give their followers a taste of all the benefits and convenience of the product, American Express collaborated with bloggers across genres. Travel Influencer, Lakshmi Sharath, who took an American Express card with him on his trip to Croatia, sharing the benefits of the card from time to time. Fashion and lifestyle influencer, Stylish by Nature, shared her Diwali shopping done with an American Express Card with its benefits.
It is interesting to see how brands from various industries used influencers in different capacities to create campaigns that told a story and encouraged engagement.