Campaign goal: Brand awareness and ROI enhancement

The brand wanted partner with 5000 nano and micro influencers solely based in certain cities, such as Bengaluru, NCR, Hyderabad, Chandigarh, Mohali, Mumbai, Pune, Chennai, Jaipur, Cochin, Visakhapatnam, Kolkata, Lucknow, Kanpur, Agra, Nagpur, and Pondicherry. This was because of the fact that they operated only in the mentioned cities, thus it was important to find influencers residing in these cities.

Their target audience was interested in non-vegetarian food, so the brand searched for influencers who aligned with their values and were willing to promote their products. 

The festival season in India, including Shraavan and Navratri, posed a unique challenge for Licious. During these times, many people choose to follow a vegetarian diet and abstain from consuming non-vegetarian food. Additionally, it is common for people to avoid non-vegetarian food on Tuesdays and Thursdays.

These cultural and religious practices made it challenging for Licious to identify influencers who were willing to cover non-vegetarian food during these periods. As a result, it became difficult to execute the campaign as originally planned. Additionally, the brand had to adjust their marketing strategy to ensure that their messaging was relevant and appropriate during these times.
On top of this, Licious had to target non-vegetarian influencers residing in selected cities which further narrowed their target audience.

Wobb helped in streamlining influencer marketing for Licious through its search feature. It helped the brand find influencers across various follower ranges and categories related to food and cooking that could align with their brand. Through customised questions, Wobb helped Licious shortlist influencers with a non-vegetarian diet and it also used the location filter to find these influencers in the given cities.

Using Wobb’s Milestone Management, Licious could track the progress made by influencers on the deliverables and also extend the deadline due to restrictions on eating non-vegetarian foods on certain days..

By giving influencers the freedom to choose which products they wanted to purchase, Licious was able to showcase the breadth of their product offerings to a wider audience. Additionally, through Wobb, Licious could work with influencers who had a genuine interest in food and cooking, resulting in more engaging and authentic content..

Furthermore, this approach was a win-win for both the brand and the influencers. The influencers were able to receive cash in their Licious wallets that they could use to purchase products they were interested in and have first-hand experience of ordering from Licious, while the brand was able to generate buzz and reach new audiences through the influencers' authentic content. This evoked an interest in influencers to personally check out Licious outlets in their cities and try different products too.

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