With product shots, discounts, humour, influencer marketing and vouchers on engagement, here’s how Kimirica leverages Instagram to drive conversions.
Kimirica is a luxurious vegan brand with fragrant offerings across exotic bath and body collections. Right from product packaging and pricing to display on Instagram, there is a strong sense of exclusivity in the brand communication put forth by Kimirica. They are not as active on other social media platforms. We take a deeper look at their profile grid and dissect the various elements that come to their aid as they try to keep up the momentum for their 11K followers.
Being a premium brand, Kimirica products have minimalistic packaging that they leverage on social media. Most of their Instagram grid is made up of product shots in a variety of settings, telling and propelling their brand story.
A significant number of posts by Kimirica are about discounts on their products. For a brand with a price range in hundreds, such posts help allure people with an intent to become regulars after a discounted taste of luxury.
Though the posts are comparatively less in number, humour does find a decent space in Kimirica’s communication on Instagram. It helps cut across the clutter and add a slice of shareability to their brand posts.
Thought Kimirica has not indulged in much influencer marketing in recent months, one could assume because of the pandemic, they do have a good share of posts where influencers, as well as users, tag them in posts, often with a focus on product packaging. Last October they ran an influencer campaign to highlight their gift packages.
Vouchers on engagement
With simple creatives seeking a one-word answer or one that gives people the space to tell their stories, Kimirica tries to engage with consumers. In a few cases, such engagement is incentivised with vouchers.
As aspect of Kimirica’s social media and business strategy that makes them inclusive in a way is how they focus a lot on discounts and vouchers. It helps them reel in people, with a possibility of e-commerce conversions.