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Snapdeal is an Indian e-commerce company offering an assortment of millions of products across diverse categories from over 300,000 sellers.
The platform provides a wide range of products including various categories such as clothing, electronics, furniture, home decor, kitchen appliances, and more. The company's mission is to create life-changing experiences for small businesses in India by providing them with a platform to sell their products to consumers across the country.
The primary goal of Snapdeal's campaign was to generate engagement around its new categories, Urban Mark- targeted towards the age group of 18-25 years, and Rangita, targeted towards the 25+ age group. Being new, these categories needed a creative and effective marketing strategy to create interest and engage potential customers.
The major challenge faced by Snapdeal was the tight product shoot duration, which was only seven days. A substantial number of creators also expressed reservations about ordering products on their own, which consequently dampened their intent to engage with the platform. Another significant challenge that surfaced was the delays in product delivery. The timeline of content creation and submission was largely dependent on the receipt of the ordered product. Hence, any delay in the delivery resulted in subsequent postponement in content submission.
Additionally, the company needed unique and fresh concepts from each influencer, making it necessary to curate a diverse group of influencers, each capable of creating their own distinctive and engaging content.
To tackle Snapdeal’s problems, Wobb decided to shortlist concepts and products in advance. Wobb presented these concepts to the influencers, enabling them to prepare and plan their content well in advance of the short, seven-day product shoot window. This planning process ensured each influencer was equipped with all the information necessary to generate unique content aligning with the brand's objectives.
In total, fifteen macro influencers were chosen for each category, Urban Mark and Rangita. The selection was made using Wobb’s advanced filters based on the influencers' audience demographics and their content style, to best align with the target audience of the new categories- lifestyle and fashion..
Over the course of the two-month campaign, Snapdeal saw a 6% and 17% engagement across both new categories. The individuality of each influencer's concept and their well-timed execution led to an increase in 3,243 followers across Urban Mark and Rangita..
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