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Influencer Marketing Case Study - Building Brand Equity for Britannia GoodDay
SmileForAGoodDay' was a campaign for one of India's leading food conglomerates.
The objective was to create a social media buzz around the brand by:
- Tapping into the positive sentiment surrounding World Smile Day
- Publicizing and draw attention to one of the company's CSR initiatives
The campaign was as 'infectious' as the smiles it promoted, it consisted of 5 peppy videos:
- 1 featured a popular celebrity
- 4 featured premium influencers
Videos are 1200% more likely to be shared than plain text and links both. Leveraging this trend, the brand shot a brief, upbeat campaign video. It featured Ashwin Mushran, popular Mumbai-based actor and voice-over artist and was promoted on the brand's Facebook page and on Ashwin's Twitter feed.
Engaging videos of premium influencers were also shot. The videos resonated emotionally with viewers and established a connection with them. Prominent influencers photographed and shared their smiles.
By encouraging people to do the same. they gave the campaign a shared, collaborative feel. Viewers who got involved amplified the social media impact of the campaign.