Introduction
Ranka Jewellers, a leading name in the luxury jewelry market, has built a reputation for exquisite craftsmanship and unique designs. The brand sought to enhance its visibility and engagement among a broader audience, particularly in urban markets. To achieve this, Ranka Jewellers launched a targeted influencer marketing campaign around Mother's Day, aiming to connect with customers looking for meaningful gifts for their loved ones. The campaign strategy was designed by Setu Advertising Pune and addressed the challenges of reaching younger demographics who are increasingly influenced by social media and seeking authentic brand connections.
Campaign Brief:
The primary objective of the campaign was to increase brand awareness and drive customer engagement through influencer partnerships. The campaign aimed to showcase Ranka Jewellers' offerings and highlight the elegance and craftsmanship of their collections, especially tailored for Mother's Day gifts.
Key Messages:
Discover the timeless elegance of Ranka Jewellers’ collections.
Experience high-quality craftsmanship and unique designs for every occasion.
Target Audience:
The campaign targeted urban professionals and fashion-conscious individuals aged 25-45, who are interested in luxury jewelry. This audience typically resides in metropolitan areas and possesses disposable income to invest in premium products. They value craftsmanship, authenticity, and unique designs, often seeking jewelry for special occasions such as weddings and celebrations.
Campaign Strategy
The campaign employed a well-defined strategy to maximize impact, particularly for the Mother's Day theme:
Influencer Selection: A mix of micro and nano influencers was selected to ensure a genuine connection with their audiences. These influencers were chosen for their engagement rates and alignment with the brand’s values.
Content Creation Process: The selected influencers created visually rich content showcasing Ranka Jewellers' products in various settings, focusing on authentic storytelling and personal experiences with the jewelry, emphasizing its suitability as thoughtful Mother's Day gifts.
Platforms Utilized: The campaign predominantly utilized Instagram, leveraging posts, stories, and reels to engage the audience effectively.
Campaign Performance Metrics
The campaign’s success was measured through several key performance indicators (KPIs):
Total Impressions: 19.85K
Reach: 966.35K
Engagement:
Total Likes: 1.89K
Total Comments: 126
Engagement Rate: 1.35%
Content Performance
The campaign primarily featured posts and stories. The top-performing content types were:
Videos and Reels: These formats generated high engagement due to their dynamic nature and visual appeal.
Audience Sentiment: Qualitative analysis of comments revealed a positive reception, with many users appreciating the authenticity and quality of the jewelry showcased.
Influencer Performance
The performance of individual influencers was monitored closely:
@sakshu_jadhav_07
Views: 164.76K
Engagement Rate: 1.79%
@i.anugya.sharma
Views: 151.27K
Engagement Rate: 1.55%
@charul.deshpande
Views: 147.31K
Engagement Rate: 1.61%
@thecrazy_explorer
Views: 139.77K
Engagement Rate: 1.27%
@iamsonalw
Views: 103.45K
Engagement Rate: 0.92%
Return on Investment (ROI)
Cost per Engagement (CPE): The Cost per Engagement (CPE) is equivalent to the ROI for this campaign, calculated at 0.01 paise per engagement.
Challenges and Solutions
During the execution of the campaign, Ranka Jewellers faced several challenges, including:
Content Saturation: The market is highly saturated with influencer promotions. To address this, Ranka Jewellers ensured the selection of unique and relatable influencers who could convey authentic narratives.
Measurement of Success: Accurately measuring the success of influencer partnerships can be difficult. To overcome this, Ranka Jewellers established clear KPIs at the campaign's outset and used tracking tools to monitor performance metrics throughout.
Influencer Availability: Scheduling content creation with influencers can be challenging due to their busy schedules. Ranka Jewellers addressed this by planning content well in advance and allowing flexibility in content delivery timelines.
Audience Fatigue: Continuous influencer marketing can lead to audience fatigue. To combat this, the campaign introduced varied content formats and themes to maintain audience interest and engagement.
Brand Consistency: Ensuring all influencers accurately represent the brand’s image is crucial. Ranka Jewellers provided comprehensive guidelines and support to influencers, helping them create content that aligned with the brand’s values.
Recommendations
For future campaigns, the following recommendations are proposed:
Broaden Platform Scope: Incorporate additional platforms like YouTube to diversify content reach and tap into younger demographics.
Leverage Micro-Influencers: Increasing the use of micro-influencers can enhance authenticity and strengthen community engagement.
Conclusion
The influencer marketing campaign executed by Ranka Jewellers was successful in increasing brand awareness and driving meaningful engagement. Key learnings highlighted the effectiveness of using micro-influencers and the importance of visually engaging content. Overall, the campaign solidified Ranka Jewellers’ position as a premier brand in the luxury jewelry segment, effectively connecting with their target audience.
