New Delhi: Havells partners with Do Your Thng (DYT), a creator-first community, along with Dentsu Aegis Network (DAN) to increase user engagement for the campaign #BeardKyunHoWeird. The digital-platform only campaign launched the new range of beard trimmers by Havells with Vicky Kaushal as the brand ambassador earlier this year. The partnership between Do Your Thng, Havells & DAN helped the campaign tap deeper into the market of men’s grooming.
More than advocating male grooming products, the collaboration sustained the buzz around the #BeardKyunHoWeird campaign and extended the engagement on social media platforms. For the campaign, DYT hand-picked 60 creators from the male grooming niche by using their tech capabilities to find people uploading selfies with the beard and talking about male grooming. Each Instagram creator, with a follower range of 1,000 to 85,000, created unique content and talked about how new Havells beard trimmers are helping men to stay well-groomed. The campaign ran for about 20 days in October. Collectively, it got more than 100,000 engagements while reaching out to about 500,000 users.
The collaboration between DYT, a new entrant in the field of influencer marketing, and Havells demonstrates the power of authentic creators. It validates that micro and nano-influencers have a far broader reach and more substantial engagement than online influencers with a more significant following.
Commenting on the partnership, Ankit Agarwal, Founder & CEO, Do Your Thng, said, “Reaching the audience with authentic content is the crux of DYT. We want to give the lesser-known creators a platform to amplify their voice and prove to brands that this organic approach to digital marketing gives quantitative results. The #BeardKyunHoWeird campaign with Havells has been a brilliant approach to illustrating it. The Instagram creators we selected created their own content with absolute creative freedom. The campaign, even though limited to posts, generated massive engagements for Havells. Imagine the impact with other content formats being included!
“The launch of the new BT9000 trimmer series with the #BeardKyunHoWeird saw considerable traction. With digital engagement being the forefront driving the overall strategy, we wanted an extra push with authentic creators. The partnership with DYT provided precisely that. At a micro-level, the campaign had an average engagement rate of about 10%, which was significantly more than what we estimated. Moreover, with the help of genuine creators, we were able to push the communication even further, said Mr. Saurabh Saini, Head – Digital Marketing & Communication at Havells India Ltd.