Being the Gen-Z model that Mentos is, its new marketing campaign is not only restricted to bringing out the model’s philosophy of inspiring a life that’s each enjoyable and refreshing however goes a lot deeper.
The identical is mirrored in its collaboration with influencers like Orry, Palak Tiwari, Jasleen Arora to create a connection that goes past mere promoting, tapping into the pursuits and preferences of the goal market in a significant method.
By leveraging influencers, Mentos seeks to grasp the evolving tastes and behaviours of Gen Z shoppers, guaranteeing that its advertising efforts stay related and impactful in right this moment’s dynamic panorama.
In an interplay with Buzzincontent.com, Gunjan Khetan, Marketing Director, Perfetti Van Melle India, shared insights into the dynamic world of influencer advertising and model technique. He addressed key challenges confronted by manufacturers, explored the evolving panorama of influencer advertising in India, and delved into the rationale behind Mentos’ newest marketing campaign.
Khetan elaborated on the rationale behind involving influencers within the model’s campaigns, highlighting the significance of choosing influencers that resonate with Mentos’ refined, youthful viewers.
“By aligning with influencers who embody Mentos’ premium imagery, the model goals to create impactful and relatable content material that connects with its goal phase,” he added.
While highlighting the overall perspective about the entire influencer advertising and the creator financial system area booming in India, he acknowledged that relating to utilizing influencers and the rise of creators in India, there are two vital issues to think about.
“Firstly, whereas sure influencers corresponding to film celebrities, TV personalities, and musicians command vital followership, there exists a plethora of area of interest influencers in sectors like FinTech and actual property that usually go unnoticed. Brands want to determine whether or not their audience aligns with these specialised cohorts and discover partnerships accordingly,” Khetan added.
He additional acknowledged that this necessitates a deeper understanding of client behaviour and preferences to successfully faucet into these affinity teams.
“Secondly, there is a hole between influencers in large cities and people in smaller cities and rural areas. While many manufacturers concentrate on platforms like Instagram and Facebook, rather a lot is occurring on different platforms in smaller cities. To attain extra folks, manufacturers want to concentrate to those completely different areas and platforms,” he stated.
He expressed that by doing this, they will join with a wider viewers and make their campaigns simpler.
Khetan additionally acknowledged the prevalence of faux engagements in influencer advertising. He talked about that dealing with faux engagements from influencers is a troublesome problem.
“We work intently with our businesses and use licensed influencer businesses. We additionally do audits to manage issues as a lot as potential. However, it is nonetheless an issue as a result of our audience is on these platforms, and influencers play an enormous position in shaping model picture. Despite the challenges, we won’t ignore the significance of influencers. We imagine issues will enhance over time,” he added.
Recognising the significance of catering to shoppers in tier 2 and three cities, he mentioned the model’s efforts to leverage platforms like ShareChat and Moj to interact with this viewers phase successfully.
“We perceive the importance of those platforms within the influencer financial system and recognise that they cater to a phase of our shoppers. We should keep related and relatable to them, and we’re dedicated to discovering the precise strategy to attain this,” he elaborated.
Addressing the query of whether or not Mentos plans to collaborate with influencers past these who converse Hindi or English, Khetan emphasised that the model prioritises aligning with the pursuits and preferences of its audience over language.
He added, “We’ve chosen influencers from numerous backgrounds corresponding to music, gaming, and dance, guaranteeing that they resonate with numerous segments of our goal market. Our technique is not restricted by area; quite, we goal to attach with influencers who share common pursuits with our viewers, regardless of their location or language.”
https://www.buzzincontent.com/story/we-collaborate-with-influencers-who-share-common-interest-with-our-audience-gunjan-khetan/
