How Sirona Hygiene is building brand awareness and affinity through influencer marketing

Sirona Hygiene has launched its marketing campaign #SironaCupvert which spreads awareness relating to menstruation and utilizing menstrual cups as a substitute of pads and tampons as it may be a more healthy and budget-friendly different.
The brand has amplified its protection in newspapers, on Instagram as properly through mother influencers to set an impression of their TG i.e girls on their menstrual cycle. It additionally promoted a couple of complimentary merchandise as properly together with the menstrual cup to sort out myths confronted regarding a menstrual cup.

Anika Malik Wadhera

In dialog with BuzzInContent material, Anika Malik Wadhera – General Manager – Digital Marketing at Sirona Hygiene, talks in regards to the brand’s total funding within the influencer marketing entrance and its artistic involvement whereas working with them. She additionally mentioned how the brand is fulfilling the target of awareness and affinity through this technique.
“Influencer marketing drives primarily brand awareness and affinity (can see these leads to a shorter time interval) and enterprise objectives have an effect in the long term through this,” she mentioned.
She shared that the brand collaborates with influencers on an ongoing foundation and it is a core a part of its marketing technique. And it seems to be at engagement price of the influencer, sort of content material created, content material high quality, amongst different parameters whereas taking this route.
“A considerable sum is invested in influencer marketing each month. However we additionally spend rather a lot on brand building, content material marketing and different marketing initiatives,” she mentioned.
Since the brand presents merchandise within the interval, intimate, rest room and private hygiene classes, it really works with influencers within the way of life, magnificence, journey classes largely – focusing on females.
For its latest marketing campaign #SironaCupvert, it is focusing on girls throughout a broad age group, i.e. from 18-40 and due to this fact has on-boarded mother influencers between the age of 20 and 40.
It has related to influencers together with Satshya, Sana Grover, Shruti Iyer, LBB and a number of different influencers.
The movie with Satshya:

The movie with Shruti Iyer:

The movie with Sana Grover:

The movie with LBB:

Ghe movie with Hansika Chopra:

This marketing campaign goals to unfold awareness relating to the necessity for menstrual cups and the way it is completely different and a greater different to pads or tampons. It confirmed creators advocating the product in a pure method and gave extra recommendations on easy methods to sort out durations and different issues confronted by girls.
According to knowledge supplied by content material marketing company Sheeko, the brand executed the marketing campaign over the last week of August and the primary half of September which helped them garner a attain of roughly 650k. The estimated media worth is pegged between Rs 8-10 lakhs.
Talking extra about influencer marketing, Wadhera additional shared that influencers can be utilized each methods: in the long run or as an amplification technique for the brand’s mainline campaigns.
“At the time of a brand new product launch, we use influencers to create and impression an elevated brand and product SOV within the preliminary days of the launch. For different merchandise within the portfolio, content material created by completely different influencers helps in creating product awareness and consideration,” she mentioned.
In phrases of easy methods to resolve a specific format like contests, UGC for the technique she shared that the brand decides the format primarily based on its marketing targets.
She added, “Having mentioned that, what works with one influencer might not work with one other. Likewise, the technique that labored with one product might not work with the opposite. We have a wide range of merchandise that we provide and work in numerous methods and with completely different classes of influencers. We are studying day by day and adapting as we go. This type of marketing is very dynamic and you can’t be very positive as to which format will work for which influencer and which product. The viewers profile of influencers is additionally very completely different. Over a time period, you see traits and can then create methods that work the very best for you.”
And what sort of artistic involvement does the brand have in what influencers put out on Instagram?
Wadhera mentioned that the brand lets influencers create content material on their very own.
“We focus on how we want to place the product and the method broadly. However, influencers are creators who thrive on creativity and know their viewers the very best. We go away the remainder to them as to how they want to have interaction with their viewers and the content material they want to create,” she mentioned.

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