GlowRoad, a leading online platform for fashion and lifestyle products, collaborated with MHS to launch an influencer marketing campaign aimed at expanding its customer base and enhancing brand reach. The campaign is still ongoing but spanning from October 2023 to January 2024, this campaign has effectively utilized the power of YouTube and Instagram to engage with a diverse audience across India.
The primary objective of the campaign was to attract new customers to the GlowRoad platform while significantly increasing brand visibility. With a monthly budget of 5 lakhs, the focus was on creating compelling content to resonate with the target audience, comprising both male and female individuals aged 20 to 45.
MHS formulated a comprehensive strategy centered around creating 100 engaging videos each month, covering fashion, beauty, and lifestyle segments. To ensure maximum impact, influencers were carefully selected across various tiers including Top-tier, Mid-tier, Macro, Micro, and Nano influencers. Leveraging their diverse reach and audience demographics, influencers showcased a range of GlowRoad products including clothing, jewelry, handbags, makeup, and skincare.
With over 50 influencers on board, the campaign garnered a remarkable reach, accumulating 4 million views to date. Each influencer contributed to the campaign's success by showcasing GlowRoad's products in an authentic and relatable manner, driving substantial engagement. The payment model, based on product cost, incentivized influencers to create high-quality content while maintaining cost-effectiveness for GlowRoad.
The campaign has achieved significant milestones, with total views exceeding 4 million and an impressive engagement of 160K+. The average engagement rate of 4% underscores the effectiveness of the content in capturing the audience's attention and fostering interaction. By collaborating with influencers across different tiers, GlowRoad successfully tapped into various segments of its target audience, resulting in increased brand awareness and customer acquisition.
Through strategic collaboration with influencers and compelling content creation, GlowRoad, in partnership with MHS, has effectively amplified its brand reach and engagement within a short span. The success of this influencer marketing campaign highlights the power of leveraging social media platforms to connect with audiences and drive tangible business outcomes. As the campaign continues to evolve, GlowRoad and MHS remain committed to fostering meaningful relationships with influencers and delivering value to its growing customer base across India.
