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ITC Limited is a conglomerate company based in India. Founded in 1910, ITC has diversified its business interests across various sectors, including Fast-Moving Consumer Goods (FMCG), hotels, paperboards and packaging, agribusiness, and information technology.
ITC is one of India's largest private-sector companies, with a significant presence in the FMCG sector. The company's FMCG portfolio includes popular brands such as Aashirvaad, Sunfeast, Bingo!, Yippee!, B Natural, Classmate, Fiama, Vivel, and Engage, among others. These brands cover a wide range of consumer products, including food and beverages, personal care, stationery, and hygiene products.
The primary objective of ITC's influencer marketing campaign was to promote the newly launched Ved Vidya range effectively. The campaign aims to create widespread awareness and generate interest among the target audience for this new product line.
The campaign strategy entails a two-fold approach, combining mass promotion through television commercials (TVC) and subsequent promotion of the same range through influencer marketing.
ITC encountered a significant challenge while executing its influencer marketing campaign collaborating with 1000 nano and micro influencers within a tight timeline of two months. Along with this, ITC had to collaborate with female influencers to market their new line of skincare soaps, specifically from the beauty, wellness and skincare category.
Due to unforeseen circumstances, the company encountered difficulties in preparing and delivering the necessary hampers for the influencers. As a result, the campaign had to be temporarily paused after engaging 300 influencers, falling short of the intended target.
ITC capitalised on Wobb's search functionality to efficiently identify and shortlist content creators who specifically catered to the female audience using beauty, skincare and wellness products. By leveraging advanced filters, ITC targeted criteria such as audience reach and geographic location.
Taking their search to the next level, ITC utilised Wobb's advanced filters to narrow down influencers who had a proven track record of engaging audiences in the beauty and wellness category. The ability to refine their search based on influencers' past performance allowed ITC to identify content creators who possessed the perfect blend of expertise and audience appeal on Instagram.
The integration of Wobb's Campaign Brief provided a platform for ITC to clearly articulate their campaign objectives, providing selected influencers with a comprehensive understanding of the desired outcomes and campaign requirements. Through the Campaign Brief, ITC equipped content creators with detailed references and scripts, offering them a solid foundation to create videos that seamlessly aligned with the brand's vision and effectively conveyed its messaging..
Wobb played a pivotal role in ensuring the campaign was executed on a commendable level. With the assistance of Wobb, ITC effectively leveraged the collaboration of these 300 influencers in reaching 1 million+ viewers, resulting in a significant increase in the brand's reach and impact..
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