Influencer marketing is a form of marketing in which focus is placed on influential people to reach the target market. It identifies the individuals that influence potential customers and orient marketing activities around these influencers.
Simply put, it is piggybacking on someone’s established audience (followers) to bring your brand into attention.
In recent years, influencer marketing has become an increasingly popular strategy for eCommerce brands looking to reach new audiences and drive sales. And it’s no surprise why – the influencer marketing industry in India reached a whopping revenue of 900 crores by the end of 2021 with brands enjoying higher ROI.
While the statistics look promising, there’s also word around how the tactic hasn’t been so effective for most. The biggest problem being the underlying strategy behind the same.
That’s why in this article, we’re sharing examples of some known Indian brands that leverage influencer marketing, and what you can learn from them to get your strategy right!
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Yogabar is an online retailer of health food and drinks based in Mumbai. The company was founded in 2014 by Anindita Sampath Kumar. Yogabar’s influencer marketing strategy focuses on working with micro-influencers, i.e., people with a smaller but more engaged following. The company has worked with over 100 micro-influencers across a range of health and fitness topics.
One of Yogabar’s most successful influencer campaigns was its “Inspire yourself first” initiative with Indian Fitness influencer and entrepreneur Arun Sharma.
mCaffeine is India’s first personal care brand, with its unique range of products made from coffee. It is aimed at a young audience with high aspirations who are always on the move, but seeking the best of products for self care!
For mCaffeine, influencer marketing is not just about driving sales but also creating brand awareness and recall value. The company has worked with several well-known Indian influencers such as Radhika Apte and Alia Bhatt.
Mcaffeine works with both micro and macro-influencers to promote its products. This has helped them tap into the different segments of their audience, based on different psychologies – one where they aspire to be like someone, and the other where they find their day-to-day inspiration.
Quirksmith is an online jewelry store that specializes in handcrafted and personalized pieces. Quirksmith takes a very targeted approach to influencer marketing, working with influencers who have a strong following in the fashion and jewelry space.
This has allowed them to reach their target audience effectively and build relationships with influencers who can help to promote their brand in a much more authentic way.
One of the most successful campaigns Quirksmith has run is the ‘A Day in the Life of a Quirksmith’ campaign. This involved partnering with four popular fashion and jewelry bloggers, who created a video giving a behind-the-scenes look at the brand.
CosMix is a brand that focuses on holistic health and beauty via supplements, herbs and superfoods sourced from their farm partners. They have over 30,000 followers and have been featured in Vogue, Grazia and Forbes Under 30.
The brand incorporates micro-influencer posts and reviews as a part of its content strategy. They have very smartly narrowed down the type of influencers they work with. Each influencer is targeted since they align with the brand’s vision and can correctly share information with their audience.
5. The Loom
Loom is an Indian brand that sells apparel, accessories and more. With an enviable Instagram feed that boasts of top celebrity posts, The Loom is killing the influencer marketing game. Their online feed showcases influencers donning their apparel and winning at the fashion game.
With celebrities like Aishwarya Rai Bachchan to Karishma Kapoor sporting their clothes to them securing features in Vogue and Femina, The Loom is doing it all. But let’s not also miss the fact that they’re making their collection more relatable through other influencers who their audience finds more in common with.
6. Heads Up For Tails
Heads Up For Tails are a verified Indian pet care brand that has over 100,000 Instagram followers. HUFT ties up with micro and macro influencers and experiments with different content formats to add to their ever-growing audience.
Not only is their content strategy already a winner but pairing it with influencer posts helps them retain their number 1 position in the pet care niche.
They also have a prominent section of their website dedicated to the HUFT parents, collaborators and media mentions.
Duroflex is one of the leading mattress brands in India, known for its comfortable and durable products. The company offers a wide range of mattresses designed to suit different needs and preferences.
Duroflex focuses on digital marketing to reach new audiences, and influencer marketing forms a key part of its strategy. The company has worked with over 200 influencers to date across various platforms, including YouTube, Instagram and Facebook.
Influencer marketing for Duroflex is intended to promote the company’s goods and raise brand appreciation. The brand’s most famous campaign for “Change your Sleep – Change Your Life” is with one of Bollywood’s top actresses– Alia Bhatt. The brand has also launched a campaign with Milind Soman called a 7-hour marathon which focuses on the importance of sleep.
8. Rage Coffee
Rage Coffee is an online retailer of premium coffee founded by Bharat Sethi. The company delivers its products directly to customers’ doorsteps and has a range of over 50 different coffees.
Rage Coffee’s influencer marketing for eCommerce strategy focuses on working with micro-influencers. The company has collaborated with influencers across various platforms, including YouTube, Instagram, and Facebook.
Rage Coffee’s influencer campaigns promote its products and create brand awareness. The company has worked with several well-known Indian celebs like India’s star cricketer, Virat Kohli. He has become the latest celebrity to join Rage Coffee’s influencer marketing.
9. Mama Earth
Mama Earth is an Indian natural beauty and wellness brand founded by husband-wife duo Varun and Ghazal Alagh. The company offers a range of products free from harmful chemicals and toxins.
Mamaearth’s influencer marketing for eCommerce approach emphasizes both micro and macro-influencers. So far, the organization has worked with over 100 influencers across various social media channels.
Mamaearth’s influencer campaigns promote its products and create brand awareness. The company has launched several successful campaigns, such as the “#ShaadiWalaGlowEveryday” campaign with famous Indian actress Shilpa Shetty.
10. Gillette Venus
Gillette Venus is one of India’s most popular razor brands for women. And their influencer marketing for eCommerce strategy has been instrumental in helping them grow their market share.
They have worked with many high-profile Indian celebrities like Ananya Pandey. One of their famous campaigns was the “#Whatsyourrepeat” campaign involving multiple female celebrities. They’ve also worked with many lesser-known influencers with large followings in niche markets.
11. Sugar Cosmetics
Founded in 2012, Sugar Cosmetics is a leading online cosmetics brand in India. The company has built a strong presence on social media, with 2 million followers on Instagram.
Sugar Cosmetics regularly partners with influencers for product promotion and launches. For example, to promote their new range of liquid lipsticks, the brand partnered with Indian influencers and beauty bloggers. To add to that, the brand announced its partnership with Bollywood celebrity– Taapsee Pannu, for its latest campaign #BoldAndFree.
The many macro and micro-influencers often post pictures and videos of themselves wearing the Sugar Cosmetics liquid lipsticks and other high-quality products, which has helped them showcase the value of their products in unique ways (aka looks).
As we all know, online shopping has become a popular way to shop for items. And when it comes to eyewear, Lenskart is one of the best online stores to buy from.
They have a wide range of products to choose from, but they also offer great deals and discounts on their products. The company provides a wide range of products, including sunglasses, contact lenses, and eyeglasses.
Lenskart has built a strong social media presence, with over 1.5 million followers on Facebook and over 659k followers on Instagram. And they’ve leveraged this social media presence to drive sales and traffic to their website.
In addition to using traditional forms of advertising, such as TV ads and print ads, Lenskart has also invested in influencer marketing. The company has worked with several influencers in India, including Bollywood actress Katrina Kaif for their “I’m hooked” campaign.
In one campaign, Lenskart sent a pair of sunglasses to Katrina Kaif, who then posted a photo of herself wearing the sunglasses on her Instagram account. The post generated a lot of buzz and interest in Lenskart’s products, resulting in a significant increase in traffic to the company’s website.
MyGlamm is an online beauty and wellness brand that offers a range of products and services, from makeup and skincare to hair care and nails.
The company has built up a strong social media presence, with over 647k followers on Instagram. And they’ve used this platform to significant effect, working with several influencers to promote their products and services.
One of MyGlamm’s most successful campaigns was their #100daysofglow challenge, which saw 100 influencers share their everyday skincare routines using MyGlamm products. This helped increase brand awareness and enriched their content strategy.
14. Mother Sparsh
Mother Sparsh is an Indian baby care brand that was founded in 2016. The company’s mission is to “provide the safest and the most natural products for the delicate skin of babies.”
Mother Sparsh has built a strong presence on social media, and they use Influencer marketing strategy as a critical part of their marketing strategy.
The company has worked with several famous Indian actresses and Instagrammers, such as Mandira Bedi, to promote their products. One of their campaigns, “#UnscentedHappiness of mother,” was a hit, giving the brand colossal success.
Influencer marketing is one of the most effective ways to market your brand and reach new audiences. This form, in particular, allows for people with large followings (macro-influencers), or who are known within their niche community (micro-influencers) on social media to reach a brand’s target audience.
However, it’s essential to choose the right influencers to work with and have a clear strategy. Here are some actionable tips for you to follow-
- Do your research: Make sure you spend time researching potential influencers to work with. Look at their follower numbers, engagement levels, and the quality of their content.
- Be clear about your goals: Before working with influencers, be clear about what you want to achieve from the campaign. This will help you choose the right influencers and measure the campaign’s success.
- Build relationships: Don’t just see influencer marketing as a one-off campaign. Instead, try to build lasting relationships with the influencers you work with. This will make them more likely to promote your brand in the future.
- Be transparent: Be clear with influencers about your brand and what you’re looking to achieve. This will help them create relevant content of interest to their followers.
- Monitor the results: Keep an eye on your campaign results and adjust your strategy if necessary. Try to track brand awareness, sales, and website traffic.
- Have a clear CTA: Make sure your call-to-action is clear and easy to follow. Influencers should be able to tell their followers exactly what you want them to do, whether it’s visiting your website or using a discount code.
Remember, influencer marketing is not just about working with someone who has a higher number of followers than you, asking them to promote your products and services. You need to create a well-documented strategy to be able to tap into the influence people have on their audience, so make sure you have clearly set your goals, brand ethos and preferred approach before making reach outs!
Frequently asked questions about influencer marketing in ecommerce
What is influencer marketing in ecommerce?
Influencer marketing refers to a marketing tactic wherein you reach out to people with an established audience, or higher followers than your brand, to promote your product or service in an authentic way through their style of creating content.
How does influencer marketing increase sales?
What are the benefits of influencer marketing?
Influencer marketing, when done right, helps increase brand awareness and reach, helping you build credibility through known names. But more importantly, it also gets you more authentic content to promote your brand’s products and services without having to excessively make use of discounts.
How much do influencers in India charge?