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Branding & Celebrity Endorsement

What did IGP aim for?

IGP aims to create brand awareness and also promote their Raksha Bandhan gift products. They have made use of Instagram celebrity influencers for the same. The Instagram marketing campaign is aimed at boosting the sales of IGP rakhi online.

What were the goals behind their campaign?

  • To increase awareness and consideration towards rakhis and rakhi hampers from IGP

  • Increase the brand awareness IGP and make it a go-to place for Raksha Bandhan gifts.

Why did IGP choose Instagram for promoting Raksha Bandhan gifts?

IGP’s target audience was women between the age group 25 to 44. They were found to be more active on Instagram in comparison to any other social platform. Hence, IGP decided to reach out to them and promote IGP rakhi online through Instagram celebrity branding.

Instagram marketing Strategy: Celebrity endorsements

  • IGP aimed to reach out to a wide range of consumers and garner their attention instantly. For which they made use of celebrity branding strategies.
  • They nudged celebrity influencers to create awareness through endorsement videos and convince people to consider IGP, India for their rakhi gifts.

How did they execute it?

For the brand campaign, IGP made use of 6 celebrity influencers. A few of the best celebrity endorsements that witnessed great engagement and reach are

Rj Karishma

Nakuul Mehta

Parineeti Chopra

Adding to the above 7 other creators boarded the Instagram marketing campaign.

They also worked towards conversions

5 of the creators were solely made use of to create conversion.

Anirudh Sharma

Surbhi Aggarwal

Sushmita

IGP worked on amplifications as well

2 of the creators were solely made use of to create amplifications.

Viral Bhayani

Pinkvilla

Results witnessed through IGP’s celebrity endorsement campaign for Raksha Bandhan gifts.

7.53M

Views

6.43M

Reach

819.27k

Engagement

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