Case Study : Clay Craft

Clay Craft India, the leading tableware brand in India, approached us to devise an influencer marketing campaign aimed at enhancing brand visibility and engagement, particularly targeting the youth demographic. With a focus on tier 1 cities across India, our goal was to strategically utilise influencers to promote selected products through visually appealing content on platforms like Instagram.

Our approach involved careful selection of influencers with lifestyle and visually captivating content, tapping into the emerging trend of "Pintersty" aesthetics. Understanding the significance of occasions in influencing consumer behavior, we aligned our campaign with the Republic Day sale. The campaign aimed to blend Clay Craft India's products seamlessly into the influencer's content, thereby increasing brand awareness and driving sales during the festive period.

We meticulously handpicked 10 influencers whose content resonated with our target audience - youth in tier 1 cities. Emphasizing on visually appealing and engaging content, we collaborated with influencers known for their aesthetic appeal and substantial reach. The content direction was tailored to showcase Clay Craft India's tableware products in a lifestyle context, subtly integrating the Republic Day sale promotion to drive conversions.

With a budget of ₹40,000 allocated for the campaign, we efficiently utilized ₹31,000/-. The remaining budget was strategically reserved for potential ad boosts. The influencers were briefed on the campaign objectives and provided with creative freedom to craft engaging reels featuring Clay Craft India's products. Each influencer was tasked with creating content that highlighted specific product lines targeted towards the youth demographic.

The campaign surpassed expectations in terms of reach, engagement, and overall impact. The reels collectively generated an impressive 296k+ impressions, reaching 195k+ unique accounts. Furthermore, 10k+ individuals actively interacted with the content, indicating high audience engagement. The evergreen nature of the content ensured sustained visibility and continued interaction, contributing to long-term brand recall and customer retention.

The collaboration between Clay Craft India and our agency exemplifies the power of influencer marketing in driving brand awareness and engagement. By leveraging the creative prowess of influencers and aligning the campaign with relevant occasions, we successfully amplified the brand's presence among the youth demographics. The results achieved underscore the effectiveness of strategic planning and execution in influencer marketing, positioning Clay Craft India as a frontrunner in the tableware industry. As the campaign continues to yield positive outcomes, it sets a precedent for future collaborations and reinforces the value of influencer partnerships in modern marketing strategies.