The Man Company
As their name suggests, The Man Company creates specialized products that cater to the grooming and personal care needs of men.On the occasion of Valentine’s Day this year, the brand curated quintessential male grooming products into specially designed, limited edition gift boxes that were to go on sale on V-Day.
The Man Company intended to promote their limited edition Valentine’s Day Special Gift boxes. The brand wanted to target young, social media savvy audience in metro cities and wanted to create curiosity about the premium products and contents of the gift boxes, to drive the sales.
To capture the attention of the metro youth in a cluttered social space during Valentine’s Day, the brand wanted to execute a high-engagement influencer marketing campaign focused on Instagram, that can be executed with minimum marketing spends and highlight the uniqueness and value of the product through visually captivating and authentic.
However, there were two major challenges in this –how to ensure that content generated by influencers lead to maximum purchase consideration and how to achieve this with minimal marketing spends.
Team Qoruz conceptualized a unique ‘Show, Tell and Sell’ campaign, wherein male and female micro influencers from the fashion and lifestyle niche were selected to share an authentic, first-hand experience of the product with their audience, which mostly comprised of a young urban demographic.
Using Qoruz Scout – a real-time discovery engine with more than 6 million influencer profiles – 50 Instagram influencers were selected for a special doorstep delivery of the Valentine’s Day gift box, and in exchange of this, they could talk about their experience with the products and put up the review on their Instagram channels.
Each Influencer was also provided with a unique promo code that their followers could use to redeem additional discounts when they purchased the gift box from TMC website. This ensured that the influencers created curiosity around the product by demonstrating its contents and packaging in detail, and also provided a substantial purchase nudge through the discount codes.
Since the campaign involved no other gratification for influencers apart from the gift boxes that were delivered to the , Team Qoruz was able to execute a high ROI campaign with minimal budgets.
Engaging with more than 50 Influencers, the campaign successfully generated more than 54 unique content pieces that managed to gather an impressive unique Reach of more than 151K, with total content engagements of more than 42k on Instagram alone.
The phenomenal Reach helped the brand spread the word about their product and offer, fulfilling their objective of spreading awareness around the Valentine’s Day special gift boxes.
Speaking about the success of the campaign, Vaibhav Makhija, Product Manager at The Man Company said – “Our experience (of Qoruz Rewards) was largely good…we all liked the posts and stories that were posted by them (the influencers). The content really seemed genuine; in contrast to the general collaboration posts we do which mostly look forced.”To know more about Qoruz Rewards, check out the website here.