This Case Study explores intimately how Pilgrim — a homegrown D2C Beauty and Personal Care brand, launched its first TVC with their haircare ambassador Yami Gautam and included an extensive influencer marketing campaign to succeed in the proper viewers.
Category Introduction
India’s magnificence enterprise is rising quickly and changing into a significant trade. The magnificence and wellness trade in India is fuelled by rising disposable incomes and rising awareness about magnificence merchandise among the many youth. According to a report by KPMG, the Indian magnificence and wellness trade is rising at a compound annual development charge (CAGR) of 20.6 p.c and is estimated to succeed in $20 billion by the tip of 2025. The trade is anticipated to develop at a CAGR of 19-20 over the subsequent 5 years, with the rising demand for magnificence services.
The marketplace for natural magnificence merchandise in India is anticipated to succeed in $1.7 billion by 2025 whereas the Indian haircare market is estimated to succeed in $4 billion by 2023.
Brand Introduction
Founded in 2019, Pilgrim is a homegrown D2C Beauty and Personal Care brand. Pempowers Indian shoppers to find the world’s greatest magnificence secrets and techniques to handle particular hair and pores and skin considerations. The brand is dedicated to “clear magnificence”, and is PETA-certified Vegan and Cruelty-Free. Pilgrim has raised round INR 13 Crores in a Series-A funding spherical led by Fireside Ventures, Rukam Capital, and Angel Investors together with founding groups.
Summary
Pilgrim launched their first ever TVC with their haircare ambassador Yami Gautam on fifth April 2023. As the principle premise of the movie, Yami is proven kidnapped by the Koreans who need to know the way she found their Hair Growth Secrets to which Yami wittily replies, “Pilgrim ne dhoond nikale”. This is the principle hook line of the campaign. As a part of the campaign, the brand collaborated with creators to offer their very own humorous spin to ‘‘Pilgrim ne dhoond nikale”.
Objective
The goal of this campaign was to spotlight Pilgrim’s discovery of Korean hair care secrets and techniques and promote their hair development serum. To create awareness across the identical, they collaborated with leisure & magnificence influencers who created humorous and relatable content material integrating Pilgrim’s discovery of Korean hair care secrets and techniques.
Brief
To spotlight Pilgrim’s discovery of Korean hair care secrets and techniques and promote their hair development serum by leveraging leisure creators who created humorous and relatable content material whereas incorporating the truth that Pilgrim has found Korean hair secrets and techniques and created brand awareness.
Creative Idea
The intention of this campaign was to spotlight Pilgrim’s discovery of Korean hair care secrets and techniques and promote their hair development serum. Therefore, to create awareness, Chtrbox collaborated with leisure & magnificence influencers who created humorous and relatable content material integrating Pilgrim’s discovery of Korean hair care secrets and techniques. It will place Pilgrim as a brand that not solely cares about exterior look but in addition values internal well-being and private development. This progressive strategy will resonate with the audience and create a long-lasting influence within the magnificence trade.
Challenges
To set Pilgrim aside in a saturated market the place magnificence/skincare manufacturers typically collaborate with influencers on a big scale, we creatively tackled the problem by exploring an unconventional style, particularly, leisure. By handpicking influencers whose fan base overlaps with our audience, we strategically ensured most publicity and resonance for the brand.
Execution
Phase 1: This campaign was executed from seventh April 2023 to thirteenth April 2023. Pilgrim kickstarted the campaign with the primary section leveraging leisure creators to construct on their storytelling expertise & drive awareness in regards to the serum. The outstanding outcomes have been evident, contributing to a major 90% surge in gross sales & 3x leap in ROAS (Return on Ad Spend) by influencers particularly.
Phase 2: This campaign was executed from twenty sixth June 2023 to thirtieth June 2023. Buoyed by this success, the brand proceeded with section 2 of the campaign, which obtained a optimistic response from the viewers. Retaining the humorous tone that had confirmed profitable, the second section additional solidified our place out there.
Results
Quantitative
The total marketing campaign for Pilgrim garnered a attain of 62,31,731 throughout Instagram for each phases. And whole views of 76,06,974 creating an engagement of 85,23,977.
Qualitative
Phase 1: In comparability to the ultimate framework closed, the campaign has overachieved the estimated views by over 43.46% (initially estimated views – 2.6M; achieved views – 3.8M) and reached a whopping 100.05% (preliminary estimated attain – 1.6M; achieved attain – 3.2M) whereas concurrently lowering the CPV by 29.54%!
A complete of 6 influencers, with an viewers of two.4 million, posted 6 Reels, which helped them obtain:
Phase 2: In comparability to the ultimate framework closed, the campaign has overachieved the estimated views by over 122.7% (preliminary estimated views – 1.69M; achieved views – 3.7M) and reached a whopping 197.55% (preliminary estimated attain – 1.01M; achieved attain – 3.03M) whereas concurrently lowering the CPV by 54.55%!
A complete of 5 influencers, with an viewers of 1.6 million, posted 5 Reels, which helped us obtain:
“The “Pilgrim Ne Dhoond Nikaale” campaign was our try to speak in regards to the Pilgrim story in addition to our hero product Korean Hair Growth Serum in a clutter-breaking method. With an impactful artistic that includes Yami Gautam and an fascinating set of comedian/leisure creators, we have been capable of create not solely mass awareness with a whopping 7.5m views with comedian creators alone but in addition deliver a couple of 3x leap in Hair Growth Serum gross sales,” mentioned Shikha Chawla, Senior Brand Manager, Pilgrim.
“Our partnership with Pilgrim resulted in a outstanding end result that exceeded all preliminary expectations. Through a cautious choice of creators and a story that completely balanced relevance whereas retaining originality, we seamlessly built-in the campaign messaging by way of distinctive storytelling. This not solely sparked extensive brand chatter but in addition translated into tangible outcomes, elevating the brand presence and resonance whereas attaining a large development of 3x in product gross sales for his or her Hair Growth Serums,” mentioned Mrunali Dedhia, Vice President at Chtrbox.
https://www.socialsamosa.com/indian-social-media-case-studies/case-study-pilgrim-brand-awareness-influencer-marketing-campaign
