Ghadi Detergent's Rise to Household Hero
From December 2022, MHS embarked on a transformative campaign with Ghadi Detergent Powder, aimed at reshaping the brand's image and establishing it as a household staple. Through strategic influencer marketing efforts on YouTube, Ghadi Detergent started on a journey to capture the hearts and minds of female audiences aged 30 to 55 in Tier 2, 3, and 4 cities across India.
The primary objective of the campaign was to redefine Ghadi Detergent's brand image and position it as the go-to choice for households across India. With a focus on engaging female audiences in smaller cities, our influencer marketing platform aimed to foster brand loyalty and drive product adoption.
Partnering with 50 influencers per month, predominantly local female influencers from Uttar Pradesh (UP) with a focus on vlogs, entertainment, and lifestyle content, Ghadi Detergent launched an immersive YouTube campaign. Through authentic storytelling and relatable content, the campaign sought to resonate with target audiences on a personal level.
By leveraging regional influencers across all tiers, Ghadi Detergent ensured a deep connection with its target demographic. Each influencer created engaging content showcasing the product's efficacy and benefits, emphasizing its suitability for everyday use in households. Our influencer talent agency chose the payment model of commercials that incentivized influencers to craft compelling narratives that highlighted Ghadi Detergent's unique selling propositions.
Engaging 200 influencers ensured widespread coverage and diverse storytelling approaches. With a remarkable 20 million views to date, the campaign captured significant attention and engagement. Achieving 1 million likes and comments highlighted the audience's active participation and interest. With an average CPV of 0.28, the campaign delivered exceptional value, maximizing ROI and driving cost-effective results.
Through strategic influencer marketing efforts, Ghadi Detergent Powder successfully transformed its brand image and emerged as a household favourite in Tier 2, 3, and 4 cities across India with the help of our influencer marketing agency. By harnessing the power of regional influencers and authentic storytelling, Ghadi Detergent captured the hearts of its target audience, paving the way for sustained growth and market dominance.
