Introduction
Marrakeshindia is a food chain restaurant that combines Moroccan-inspired flavors with traditional Indian cuisine. Known for its vibrant ambiance and rich culinary heritage, Marrakeshindia aims to bring a unique dining experience to its customers. Prior to this campaign, the brand faced challenges in attracting a younger demographic, particularly millennials and Gen Z, who frequently dine out and explores new food experiences.
Campaign Overview
The campaign's objective was to increase brand visibility, engage a younger audience, and showcase Marrakeshindia's unique menu offerings through authentic influencer partnerships. Running from September 24, 2024, to November 10, 2024, the campaign aimed to highlight the brand’s unique flavors and dining experience, appealing to food enthusiasts aged 18-35 who enjoy exploring culturally rich culinary options.
Campaign Strategy
The strategy involved partnering with 13 influencers across categories such as micro and nano influencers to create a balance of reach and engagement. Instagram served as the primary platform, utilizing Reels and Stories to leverage visually engaging content formats. Influencers shared dining experiences, food reviews, and ambiance highlights to showcase Marrakeshindia’s offerings authentically, appealing to food lovers and experience seekers.
Campaign Performance Metrics
Impressions:
Total: 84.82K
Average per Post: 1.97K
Likes:
Total: 18.49K
Average per Post: 1.42K
Comments:
Total: 393
Average per Post: 30.23
Reach:
Total Views: 1.47M
Average per Post: 113.11K
Engagement:
Total Engagement: 18.88K
Average Engagement per Post: 726.19
Engagement Rate: 7.64%
Content Performance
Top-performing posts included Instagram Reels and Stories, where influencers shared their dining experiences, favorite dishes, and restaurant ambiance. The visually rich content helped create high engagement, with many followers expressing interest in visiting Marrakeshindia for the unique fusion of flavors. Audience sentiment was largely positive, with users praising the dishes and expressing curiosity about the brand's offerings.
Influencer Performance
Below is a breakdown of top influencers:
@ iampranavmaane:
Reach: 180.37K views
Engagement Rate: 40.03%
@ aish_firefly:
Reach: 112.7K views
Engagement Rate: 15.46%
@ tannoob:
Reach: 102.63K views
Engagement Rate: 13.48%
@ theblogginghogger:
Reach: 115.3K views
Engagement Rate: 12.15%
@puneriblogger:
Reach: 110.86K views
Engagement Rate: 3.03%
Return on Investment (ROI)
Cost per Engagement (CPE): The Cost per Engagement (CPE) is equivalent to the ROI for this campaign, calculated at 0.016 paise per engagement.
Challenges and Solutions
One challenge was maintaining consistent engagement across posts. To improve this, the content guidelines were adjusted mid-campaign, encouraging influencers to use more storytelling in their content, which resulted in higher engagement.
Recommendations
Platform Diversification: Expanding onto YouTube or other platforms could increase engagement among Gen Z audiences.
Broaden Influencer Base: Adding nano-influencers could offer a more personalized reach and connection with followers.
Regional Targeting: Expanding campaigns into metro cities like Mumbai, Chennai, and Bengaluru by collaborating with local influencers could further boost regional brand awareness. This approach would resonate well with local audiences, as it highlights Marrakeshindia as a neighborhood dining destination, encouraging more footfall from residents and creating stronger community ties in each city.
Conclusion
This campaign successfully enhanced Marrakeshindia's brand visibility among younger audiences, achieving a 7.64% engagement rate and generating over 1.47M views. Key learnings include the impact of Reels and Stories in driving engagement and the value of authentic influencer content in promoting the dining experience. The campaign effectively positioned Marrakeshindia as a go-to destination for food lovers seeking a unique culinary experience.
