Biba is a popular ethnic fashion brand based in India. It specialises in women's traditional and contemporary ethnic wear, offering a wide range of products including sarees, salwar suits, lehengas, kurtis, and accessories.
Biba's collections are known for their fusion of traditional Indian elements with contemporary styles, catering to the fashion preferences of women across various age groups.
Biba wanted to promote their newly launched collection and highlight themselves as a one-stop solution for various types of dresses, including office wear, party attire, and wedding outfits. The brand aimed to maintain its high-quality brand aesthetics and sought influencers who could align with their image.
Although Biba was in contact with multiple agencies, they faced the challenge of finding influencers who could match their brand aesthetics without compromising on quality. Biba offered premium profiles with different slab values ranging from 3,500, 5,500, to 9,500 and convincing influencers to accept this barter value for their collaborations was also a hurdle.
Wobb personally shared a curated sample profile of influencers with Biba, showcasing their capabilities and suitability for the brand's campaign. To enhance the campaign's reach, Wobb briefed influencers that their content would be reposted on Biba's official page, providing additional exposure and recognition. Wobb was able to execute this through their advanced search filters and custom questions that helped the team to find macro influencers in the fashion and styling category.
Additionally, Biba shared their own music for the campaign, creating a unique and cohesive brand experience across the influencer collaborations.
As part of their brand strategy, Biba also ran a contest where people were encouraged to create reels wearing Biba collections and using Biba's audio. This contest helped generate user-generated content, fostered engagement, and provided participants with the opportunity to win prizes..
By partnering with Wobb, Biba successfully executed a mass influencer marketing campaign with 90 influencers. The collaboration allowed Biba to maintain its brand aesthetics and highlight their newly launched collection as a comprehensive solution for various dress needs to 148.5 million viewers. Wobb's support in convincing influencers, sharing sample profiles, and offering fair compensation played a vital role in the campaign's success. The integration of Biba's own music and the contest further enhanced brand engagement and expanded the reach of the campaign. .