In the fourth part of our mini-series of the impact of COVID-19 on Influencer Marketing, Medianews4u continues to bring you views from brands that use influencer marketing.
Using Influencer Marketing as a communication tool
Co-Founder, MamaEarth, Ghazal Alagh said that, “In the past, almost 8% of our marketing budget has been influencer marketing. We’re continuing to focus on this marketing strategy. Even as consumers are staying indoors, they’re spending more and more time online — the number has gone up from 6 hours a day in early January to almost 7.3 hours in March. And influencers are the best way to approach this captive audience.”
Spokesperson from Wiggles, which is a is a preventive pet care brand start up in India, said, “the lockdown has made every individual and every pet parent an influencer, even more than before for us at Wiggles. We’re happy and lucky to be able to serve our pet parents, especially during this stressful time with our in-house Wet Dog and Cat food doorstep delivery as well as SmartVet video consultation with our vets.”
Continuing the spokesperson said, “While we have an active outreach towards our clients, we have seen our pet parents go the extra mile to help other pet parents in case of doubts and difficulties. Our pet parents have become true influencers for people in their circles. So, while we focus on our jobs, while actively engaging with pet parents, it is actually first-hand experiences and word of mouth through these new influencers that has actually helping us in marketing.”
Deepak Parakh, Sr. Manager – Brand Experience, Blackberrys added, “In the present scenario, it is extremely important for the brands to establish effective communication with their audiences. At Blackberrys, we are making the best use of our digital channels to communicate with our patrons by driving meaningful conversations with audiences that are less towards product promotions and more towards generating awareness, sensitivity and engagement via upbeat content.”
Recent Communication by brands that used Influencer Marketing
Ghazal Alagh, Co-Founder of MamaEarth said, “we operate with a network of 1000+ mom influencers who not only try out their products and give us valuable feedback but also market the product for us.”
“In recent years, we’ve expanded our scope to include health and fitness influencers as well. Shilpa Shetty, who is not only a key investor but also a brand ambassador is the perfect example of a Mamaearth influencer — she’s a supermom who’s very conscious about her health and that of her children.” said Ghazal Alagh.
“We very recently collaborated with influencers like Ayush Mehra, Srishti Dixit, KaneezbSurka, and Varun Sood for our Wiggles Box which essentially is a box of health personalized by our vets for pets depending on their life-stage. The products are carefully crafted and contain a mix of organic, supplements, defenders and herbal products. We did receive good traction and interest through this engagement” said the spokesperson from Wiggles.
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Deepak Parakh, Sr. Manager – Brand Experience, Blackberrys said, “We are also focusing on crafting innovative and engaging digital campaigns to strengthen our connection with our customers. Our recently launched “Rise From Home” campaign is one such attempt to motivate our audience to invest in their hobbies while working from home. The campaign has garnered huge engagement and became an instant hit amongst the audience.”
On how influencers can stay relevant in a lockdown, Ghazal Alagh, said, “We can already see that influencers are more relevant than ever through this time. Whether it’s sharing relatable struggles through this phase or making us laugh with their stay-at-home antics, we’re all looking to influencers for some fun and relief during this time. As long as they keep finding innovative ways to create fun and relatable content despite the constraints of the situation, they will be as relevant as ever, perhaps more.”
