Case Study: How Shaya's influencer marketing campaign garnered a reach of 15.2mn

Social Samosa
Updated On
New Update
Shaya digital campaign

Shaya's influencer marketing case study explores how the brand celebrated its one year anniversary with 'Not perfect, but One of a Kind' campaign with storytelling at heart.

The influencer marketing case study understands the brand's efforts and the subsequent results it enjoyed.

Brand Introduction

CaratLane - a Tanishq partnership started Shaya in September 2018. This decision was made basis inputs from CaratLane’s customers, many of whom were frequent silver buyers.


Shaya's birthday campaign was an homage to every person who resonates with the brand's sentiment and has been part of the brand’s journey in one way or another.

Problem Statement/Objective

The objective of this campaign was to celebrate Shaya’s 1 birthday and reinstate the brand’s beliefs of empowering women to embrace their quirks, uniqueness, and imperfections.



The umbrella video was a celebration of all individuals who are unique, unapologetic and inspiring.  The video featured some of the digital’s most popular and individualistic faces like Jyoti Ann Burrett, Sushant Divgikar, Saloni Chopra, and model Arshia Rashid



1. As a way to mark the onset of the campaign, the 4 faces took over the entire Shaya homepage. Each collection of jewelry was represented by the 4 characters.


2. The Shaya logo was also given a celebratory touch on all digital channels such as Facebook, Instagram as well as the website -

  • Social Media buzz:

To create pre-buzz around the campaign and start a conversation around Shaya’s birthday, relatable text posts and stories were shared to engage with users.

Instagram teasers


Throwback Content was also shared in the form of stories to highlight the 1-year-old journey of Shaya.


The First-ever customer


As the video launch date was nearing, teaser posts giving clues about the 4 personalities part of the video were shared on the social media channels.

The main video was posted on 19th September on both Instagram as well as Facebook. Once the users had seen the 4 personalities as their authentic selves in the Shaya Birthday video, it was time to introduce them.

Once the users had seen the 4 personalities as their authentic selves in the Shaya Birthday video, it was time to introduce them.

Engaging GIFs and compilation of birthday wishes from the 4 characters were utilized to mark the Birthday celebrations, accompanied by heartfelt gratitude for the users who’ve been part of Shaya’s journey since inception.

Celebrating the essence of Shaya’s campaign, the 4 personalities also spoke about their journeys and what truly makes the Not Perfect, but One of a Kind

Also Read: Case Study: How McDonald’s created organic Instagram engagement with Instakshari


Campaign impressions: 20.5

million impressions

Campaign Reach: 15.2 million

Insta Views:  39,69,446

FB Views: 52,000

Interview Videos: 1,00,699 views cumulatively

CMO Quotes

Speaking about the campaign, Mimi Hrahsel, Business Head at Shaya says, “With the birthday campaign, we’re celebrating the essence of who Shaya is - embracing and celebrating everything that makes you who you are, flaws included. The 4 unique personalities that we collaborated with share a great synergy with the brand, that’s what shone through in the video as well!”

Not perfect but one of a kind shaya 1st year anniversary shaya birthday shaya birthday digital campaign shaya case study shaya digital ad shaya digital campaign shaya digital campaign ads shaya instagram shaya instagram campaign shaya social samosa case study shayagrams