Sporadic collaboration doesn’t garner good impact, need to be consistent with influencer marketing: Khatija Lokhandwala of Zivame

Influencer advertising and marketing has turn out to be an inevitable pillar of model technique. Most of the time, manufacturers tackle board influencers on an ad-hoc foundation solely to amplify the attain of their mainline marketing campaign or to promote some initiative. But the manufacturers that excel at influencer advertising and marketing are consistent with the medium within the longer run, irrespective of whether or not any mainline marketing campaign is working or not.

Khatija Lokhandwala

Seconding the thought, Khatija Lokhandwala, Head of Marketing, Zivame, mentioned, “When an influencer persistently talks in regards to the model, it begins a motion that places a steady influencer programme in place. It is vital to create content material commonly with influencers for the model to profit in the long term.”
Recently, Zivame launched a marketing campaign #DekhoMaineKyaKiya, which is aimed toward encouraging girls to confidently take pleasure in all their wishes and goals. It throws gentle on the truth that the best intimate put on, which has been notably designed to your physique sort, can provide the physique confidence to pull off no matter you would like to obtain.
Top influencers resembling Kat Kristian, Pooja Mundhra, and Deeksha Khurana grew to become the flag bearers of this marketing campaign alongside with a plethora of sturdy body-positive influencers.
Talking extra in regards to the marketing campaign, Lokhandwala, mentioned, “The marketing campaign was set in movement in July. In order to carry alive the thought of #DekhoMaineKyaKiya, we tied up with 100+ macro and micro-influencers who showcased what we do, with their very own particular story. They highlighted their #DekhoMaineKyaKiya second, be it attempting an outfit or indulging in actions that intimidated them, and many others.”
Zivame conceptualised and executed the marketing campaign in-house.
Lokhandwala believes that giving artistic freedom to influencers is essential, however one should guarantee influencers are in a position to ship the model’s message by means of the content material they create. She mentioned, “We co-create the content material with the influencers but in addition be certain that the message of the model is clearly conveyed. We give the influencers the liberty to curate content material in a way that’s distinctive to them and interesting to their viewers. It’s a joint course of the place we marry the thought of the influencer with the model’s message. If the content material is pushy, it’s not as interesting to the viewers in addition to not genuine with respect to the influencer.”
Pooja Mundhra’s Instagram put up for the marketing campaign:

Deeksha Khurana’s Instagram put up for the marketing campaign:

Kat Kristian’s Instagram put up for the marketing campaign:

Talking in regards to the choice of influencers, Lokhandwala mentioned, “While shortlisting influencers, we have now to bear in mind the message that the corporate is attempting to ship. We tie up with macro and micro-influencers who would be in a position to authentically ship the message alongside with sure credibility related with the model.”
Asked in regards to the challenges whereas placing the marketing campaign collectively, Lokhandwala mentioned, “The first problem we confronted was effectively figuring out the best set of influencers to collaborate with. The second one constructing the content material that stays by means of each the character of the model in addition to the influencer. Followed by, constructing content material that isn’t solely relatable but in addition doesn’t come throughout as a pushy paid promotion to the viewers.”
Lokhandwala identified that whereas choosing influencers, one should be certain that their content material matches the model ethos. She mentioned manufacturers should not get swayed by the quantity of followers of influencers, however see what form of viewers they’re catering to. “Having a good combine of each macro and micro-influencers is vital, since they serve totally different functions.”


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