New Delhi: Do Your Thng (DYT), a branded content marketplace and a creator-first platform, partnered with ITC for two of its personal care brands, Savlon and Charmis, and Gynoveda, a self-care health-tech company for women’s health.
For Savlon, ITC, DYT launched the #MaskItWithSavlon campaign. The ongoing campaign that began in March encourages consumers to wear the new Savlon mask and make it an essential part of everyday life.
With the second wave of COVID-19 spreading like a tsunami in India, WHO has finally admitted to airborne transmission of the coronavirus. It has made masks mandatory to stop the spread, so much so that experts now advise double masking. Further, masks like N95 and FFP2 are designed to provide nearly 95% protection from particle aerosols, unlike cloth masks that do not offer proper protection.
The collaboration is with over 40 content creators spanning fashion, lifestyle, travel, parenting, fitness, and health. By covering all genres of creators, Savlon connected to a wider audience and generated deeper awareness about their FFP2 S mask.
The campaign capitalized on Instagram static posts and Reels, one of the most viral content forms, as well as YouTube videos. By utilizing well-known influencers like Harman Sidhu, and Shashank Sanghvi, the campaign has already reached approximately 400,000 engagements.
For the skincare brand, Charmis, the brand partnered with 100+ creators to amplify their Deep Radiance Range. The range includes the Charmis Deep Radiance Face Wash, Deep Radiance Serum, and Deep Radiance Hand Cream. Using a blend of static posts and Reels on Instagram, the informative campaign educated the audience on the benefits of Hyaluronic Acid, Salicylic Acid, and Vitamin C to the skin.
For Gynoveda, a company combining technology and Ayurveda, Do Your Thng worked on promoting the Daily Detox Pill with the hashtag #Takeachillpill. The #AyurvedaforWomen campaign involved 50 Instagram creators who used static picture posts to talk about the Ayurveda anti-junk pill that flushes out toxins, purifies the blood, clears dead skin, and controls bloating and acidity.
The creators were hand-picked from three genres- Skincare, makeup, and health & fitness who generated content around the characteristics of the anti-junk pill with an emphasis on uterus detox (#DetoxLikeADiva) for healthier menses.
On the partnerships, Ankit Agarwal, Founder, Do Your Thng, says, “Since the start of this year, we’re seeing more brands adding influencer marketing campaigns to the marketing mix. Influencer collaborations are snowballing because marketers are waking up to the power of smaller creators. Given that social engagement is at an all-time high with the usage of Instagram and Facebook in the most coveted demographic, 18 to 34 years, jumping over 40% since last year, it was about time.”
