Influencer Marketing Case Study - Launching Three Mobile Phones with Explosive Social Buzz for Asus Ripple Links ran a sustained 4 phase campaign for a leading Asian electronics brand. The phases were as follows: 1. Pre-event buzz 2. Product launch 3. Post-launch reviews 4. Amplification on Twitter Phase 1 to 3 was a multi-platform, end-to-end effort to excite interest in the brand's latest offering. The last phase, which reinforced the campaign's 'Made-in-India' credentials, was conducted only on Twitter. The end goal was to transform influencers into brand advocates.Through multiple associations, influencers emphasized the quality of the product as well as built trust for the brand name with consumers. Phase 1: Creating a Buzz In the lead up to the launch, 15 bloggers from Fashon & Lifestyle and Beauty categories were pulled in to generate a substantial pre-event social media buzz around the upcoming product launch. The influencers posted write-ups which highlighted a specific feature of the device that the brand considers their USP, and wanted to have promoted. The blogs garnered a total reach of 7,54,073+ and a readership of 4,45,000+, along with a social reach of 3,09,073+ through the bloggers' social profiles. Phase 2: The Product Launch Close to 500 bloggers attended the events in Delhi, Mumbai, Pune, Bangalore, and Hyderabad from the fields of Lifestyle, Technology, Travel, Food, Parenting and Fashion. The social media impact of these events were explosive, garnering huge reach on Twitter and Instagram. Delhi - Instagram Impression:80,49,518 Instagram Reach: 64,39,614 Instagram Likes: 1,75,745 Instagram Comments: 28,518 Twitter Reach: 2,29,00,768.2 Twitter Impression: 11,45,03,841 Mumbai & Bangalore: Instagram Impression:2,79,490 Instagram Reach: 2,23,592 Instagram Likes: 4,727 Instagram Comments: 178 Twitter Reach: 35,74,159 Twitter Impression: 7,14,831 Pune: Instagram Impression:8,465 Instagram Reach: 6,772 Instagram Likes: 279 Instagram Comments: 17 Twitter Reach: 12,68,161 Twitter Impression: 2,53,632 Phase 3: Reviews The review process allowed influencers to gain hands-on product experience and advocate the purchase of the products from a personalised point of view. 45 influencers reviewed the product, garnering a reach of 3,127,500 with blogs and 31,892,561 socially. Phase 4: Promoting the Brand's Made-In-India Credentials 46 influencers participated in the campaign with a Twitter reach of 13,28,855+ garnered 498+ engagements.