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Craftsvilla Influencer Case Study
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- 2. BACKGROUND Craftsvilla is atruly ethnic fashion destination for fresh designs, the latest styles & trend updates! Craftsvilla is a brand known for embracing women. Women today are judged a lot for how they look, what they do, wear, etc. Craftsvilla wanted to encourage people to not judge & think beyond age, gender, caste, creed, body type. Breaking stereotypes and shackles of size, shape, color, choices preferred by women, the campaign promoted their core belief of recognizing beauty above labels. Women are often subjected to judgements at various points in their lives- whether it is their outer appearance, career choices or even lifestyle. With this campaign, the brand celebrated women, their varied preferences and hopes to encourage people across the country to follow the same Through #JudgeMeNot campaign, brand wanted to give a strong message to the society.
- 3. CHALLENGE Craftsvilla is alifestyle brand with iconic roots in the ethnic industry known for breaking the mould. We knew how important it would be to speak to the modern Craftsvilla audience by means of consumers they trust. Craftsvilla was looking for a way to stand out in the digital crowded space by positioning themselves as a brand known for embracing women and standing for the women.
- 4. SOLUTION A month longplan, BrandsPay selected leading macro and micro influencers who were in sync with the unique characteristics to interpret the brand in their own way and communicate this to their dedicated followings. Collaboration with 150+ women influencers from all walks of life spanning across the country including fashion influencers, women bikers, transgender personalities. Each of these spirited personalities talked about how they truly live the campaign theme in their personal lives and how it has made a difference to them. To amplify this brand campaign, leading Bollywood celebrity Sunny Leone was also engaged who shared her #JudgeMeNot experience, “Something that I always get judged for is 'who people think I am'. It is extremely easy to judge someone. By joining this campaign, I wanted to tell everyone that unless you have walked in someone else’s shoes, you really can’t know the whole story. What helped me rise above judgement was concentrating on being myself and not hurting anyone with my actions. And most importantly knowing in my heart that am a good human being.” We also onboarded Subhiksha Rangarajan, a leading musician, artist Kuvelu Tetseo, of the Tetseo Sisters quartet from Nagaland. These talented women created Hindi and English songs cheering women across the country to join the cause, a cause dedicated to every woman’s true self. Rangarajan’s song draws a parallel between nature and judgements. The rain does not differentiate between people when it pours down on to earth; neither does nature and lovingly accepts everyone. Tetseo’s song encourages women to follow their heart and love themselves (and their choices). Whether it is choosing to sport a pixie cut or stay a Rapunzel; or about being a doctor or just a dreamer.
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- 7. RESULTS With the successof #JudgeMeNot, influencer marketing became a core aspect of Craftsvilla’s marketing strategy. Our stratergies activated millions of consumers to feel closer to the brand. The high engagement rate and number of impressions are a clear indicator that this approach to influencer marketing maximizes the potential for engagement with content. The final ROI also illustrates the effect of the extra earned media generated and how valuable this can be to an influencer marketing strategy. OVERALL SUMMARY OF THE CAMPAIGN TOTAL INFLUENCERS 160 TOTAL PICTURE POST 160 TOTAL VIDEO POST 160 TOTAL VIDEO VIEWS 7,17,544 TOTAL ENGAGEMENT 13,40,084 TOTAL REACH 1,75,03,093 UNIQUE CONTENT CREATION 320
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