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Plum is a beauty and personal care brand that offers a range of products including skincare, haircare, and body care products. The brand was launched in 2013 by Shankar Prasad, who wanted to create a natural and sustainable beauty brand that would offer effective products at an affordable price point. Plum is based in India but sells its products worldwide through its website and various e-commerce platforms.
The brand's products are formulated with natural and safe ingredients, free from harmful chemicals like parabens, sulphates, and mineral oils. Plum's product range includes face washes, moisturisers, face masks, toners, serums, hair care products, body lotions, and shower gels, among others.
Plum employs a marketing strategy that involves collaborating with micro, macro, and sometimes even Mega influencers to extend its brand presence and grow its customer base across India. When launching a new product, the brand partners with influencers and bloggers to expand its reach and generate excitement among a wider audience. So far, Plum has collaborated with 800+ influencers on YouTube, 500+ influencers on IG more than 1500+ influencers including content only.
Plum's influencer marketing strategy is designed to maximise its reach and engagement with customers across multiple categories, including vlogging, skincare, beauty, dermats, product reviews, and makeup tutorials. To achieve this, the brand focuses 80% of its efforts on YouTube and 20% on Instagram, with a particular emphasis on makeup, skincare, and beauty content.
The brand's partnerships with influencers are structured to optimise ROI and reach. This typically involves a 70:30 ratio, with 70% of the focus on generating a return on investment (ROI) through direct sales, and 30% on increasing brand awareness and expanding its customer base.
The beauty industry is highly competitive, with many brands vying for the attention of the same influencers. As a result, it can be challenging for Plum to secure partnerships with the most popular and influential beauty bloggers and YouTubers.
Moreover, measuring the effectiveness of such vast and recurring influencer marketing campaigns can be complex, as it can be challenging to accurately track the impact of influencer endorsements on sales or brand awareness.
Wobb’s Campaign Reporting not only helps Plum gauge its progress in influencers marketing but can also track its effectiveness in generating sales. It centralises all its campaigns active at any given point of time without leaving scope for error or mismanagement.
This is why Plum has trusted Wobb with 90+ campaigns across social media for over 2 years now. .
The credit majorly goes to Wobb’s search feature and advanced filters that help Plum in finding creators in the beauty and skincare niche with authentic content. Plum was thus able to retain these influencers for future campaigns too since Wobb could meet all of its marketing strategy requirements..
Since Wobb offers integrated services to brands like Plum that wish to establish their presence through recurring campaigns, Plum has time and again utilised Wobb’s platform for its influencer marketing campaigns. Through Wobb’s wide network of influencers and accurate campaign tracking Plum could roll out effective campaigns for its products and also analyse the results. Looking back at Plum’s initial marketing, it has successfully made its mark Pan India, through social media and its diverse products.
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