Client Background
A mid-sized electrical appliance manufacturer producing energy-efficient products like air conditioners, microwaves, washing machines, and smart fans. The company primarily catered to the urban middle-class market across India and Southeast Asia and aimed to strengthen its position in the consumer electronics space.
Problem Statement
Although the brand had an established distribution network, they lacked online visibility and social proof among younger digital-native consumers. Their product benefits — such as energy efficiency, smart features, and durability — were not reaching the right audiences through traditional advertising.
Service Provided
We launched an influencer marketing campaign to create engaging, product-focused content and generate buzz among home appliance buyers, tech enthusiasts, and home improvement audiences on Instagram, YouTube, and Facebook.
Solution Provided
- Influencer Shortlisting & Categorization
- Partnered with home tech reviewers, lifestyle influencers, and smart home creators across Tier 1 and Tier 2 cities.
- Influencers ranged from micro-influencers (10k–50k followers) to mid-tier ones, ensuring a balanced reach and engagement strategy.
- Content Strategy Development
- Campaign focused on demo videos, smart usage tips, and unboxing content showing product installation and unique features.
- Influencers highlighted affordable energy savings, user-friendly interfaces, and stylish design.
- Local language creators were used for better reach in Tamil, Hindi, and Kannada-speaking regions.
- Multi-Platform Distribution
- YouTube for long-form product reviews
- Instagram Reels & Stories for short, impactful visuals
- Facebook Live sessions for Q&A and engagement
- Seasonal Promotion Tie-In
- The campaign launched just before the summer season — a key buying time for cooling appliances.
- Influencers shared limited-time promo codes and budget-friendly offers, driving immediate action.
- Data-Driven Optimization
- Engagement metrics, swipe-up clicks, and add-to-cart rates were tracked weekly.
- Top-performing creatives were boosted with paid ad support for extended reach.
Execution Timeline
- Campaign Duration: 5 weeks
- Platforms: YouTube, Instagram, Facebook
- Number of Influencers: 12
- Language Variants: English, Hindi, Tamil, Kannada
Results Achieved
- 1.8M cumulative video views across all platforms
- 6.2% average engagement rate
- 2,200+ link clicks to product landing pages
- 15% increase in online sales during the 4-week promotion window
- 21% lift in branded search queries (Google Trends data)
Client Feedback
The client was thrilled with the brand visibility and consumer engagement the campaign delivered. They appreciated how the messaging positioned their appliances as budget-friendly, smart, and aspirational. Influencers’ authentic storytelling helped drive purchase intent among first-time homebuyers and tech-savvy families.
Key Takeaways
- Influencer marketing is powerful for consumer electronics when combined with product demonstrations and timely promotions.
- Tier 2 city audiences respond well to local language content and trusted creators.
- Launching campaigns around seasonal demand can amplify impact.
- Partnerships with tech and lifestyle influencers help reposition appliances as smart, stylish, and accessible.
