The DRIM Approach
DRIM Global possesses a network of over 250,000 influencers and cutting-edge AI/ML technologies to drive measurable results. With real-time tools, the platform ensures precise monitoring, tracks influencer impact, and provides actionable insights, enabling seamless campaign optimization and strategic adjustments for maximum effectiveness.
DRIM crafted an influencer strategy for HomeLane, targeting urban Indian professionals passionate about home interiors. The aim was to showcase HomeLane's innovative solutions while engaging a conscious audience that values quality and design.
Notable among the campaign's successes was a post by influencer Nupur Rahar, known as @sunshine_window, which alone garnered over 70K+ views and 1K+ clicks within the first 24 hours of posting, significantly generating 25K+ leads for HomeLane.
The Objective of the HomeLane Campaign
DRIM's marketing campaign for HomeLane was crafted to fulfill three primary objectives:
#1 Enhancing Brand Visibility and Reach
The campaign engaged celebrities and mega influencers to boost HomeLane’s exposure, creating impactful content to introduce consumers to its unique home solutions.
The primary target group for the campaign was the 30+ years age group corporate position holders with access to high disposable income, such as senior managers in leadership roles. These are the ones who are searching for functional, aesthetically appealing, and budget-friendly home interiors.
#2 Promoting HomeLane’s Products and Services
Content focused on showcasing the aesthetic and functional benefits of HomeLane’s offerings, paired with effective calls to action to drive audience engagement and usage.
Some of the primary hooks that were targeted in the content included:
- Home Interiors starting from 2.5L
- Delivery in 45 days, or else they pay the rent
- Best Price guaranteed
#3 Selecting Creators Aligned with Brand Aesthetics
DRIM prioritized onboarding influencers aligned with HomeLane’s brand values and aesthetics. The main criteria behind the influencer selection included:
- An audience size of more than 40K
- Having access to audience with a high disposable income across major cities in India (Delhi, Mumbai, Bangalore, Hyderabad, and Chennai).
- Audience based with the interest of lifestyle in focus.
This ensured authentic content resonating with the target demographic to maintain the brand's integrity and appeal.
The Complete Strategy of HomeLane Campaign
Phase I: Planning
The planning phase aligned campaign objectives with execution strategies. DRIM conducted a thorough scouting process to identify influencers with significant reach who embodied HomeLane’s brand ethos. Key steps included:
Team Formation: A specialized team, including a Head of Scout, scouts, and an account manager, ensured smooth execution and communication.
Influencer Scouting and Selection: Influencers were evaluated on their connection with urban Indian professionals, alignment with HomeLane’s aesthetics, and ability to showcase product authenticity.
- Nupur Rahar: With her deep passion for modern urban interiors, she was a strategic choice for HomeLane’s campaign. Known as @sunshine_window, her enthusiasm for stylish and practical living spaces aligns perfectly with HomeLane’s mission, making her content a natural showcase for HomeLane’s innovative solutions to her 308K followers.
- KiViTime: With a substantial following of 162K, the perfect modern couple takes all decisions together, making them a great choice for HomeLane. Their collaborative decision-making in home decor and lifestyle appeals directly to similar couples and families, perfectly aligning with HomeLane's focus on practical home solutions.
- Chahat Khanna: Boasting 5.9 million followers, Chahat Khanna is a perfect fit for HomeLane. She exemplifies the balance that modern women strive for between home and work, blending functionality with aesthetics. Her influence is key in showcasing HomeLane's commitment to stylish yet practical home interiors.
Phase II: Execution
The execution phase centered on creating and distributing content that was both engaging and succinct, in line with modern consumption patterns:
Scripting and Content Creation: At the core of each viral campaign was a concise script designed to grab attention quickly. This approach targeted the consumer’s short attention span, delivering impactful messages in under a minute.
Including a Reason to Buy (RTB) quickly was key to hooking the audience effectively. In e-commerce, where the goal is leads or sales, strategically placing the RTB is essential.
For instance, showcasing high-end interiors with a competitive price, like “Home interiors from ₹2.5L”, makes the offer feel accessible and prevents viewers from skipping the ad, assuming it’s too expensive.
Content Distribution: Utilizing DRIM’s advanced technology, high-end posts were strategically released to maximize reach and engagement. These posts were tailored to resonate with the target audience at the most effective times.
To enhance relevance, we collaborated closely with HomeLane to determine the best content for each store location. If the goal was to promote home interiors, they must be featured prominently in the content.
By capturing multiple shots from various HomeLane stores, we analysed key elements such as width, length, and overall ambience. This thorough analysis allowed us to select the visuals that best fit the intended message, ensuring that the content delivered was of the highest level.
Phase III: Result and Outcome
The campaign significantly boosted HomeLane's market presence and customer engagement:
Enhanced Visibility and Engagement: The carefully crafted posts, notably by influencer sunshine_window, achieved over 70K+ views and 1K+ clicks within the first 24 hours of posting, highlighting the effectiveness of the concise, impactful content strategy. Another one has generated over 140K+ views, and it is still counting on!
Increased Conversions: The high engagement rates translated into increased customer inquiries and conversions, solidifying HomeLane's reputation as a leading provider of novel home solutions.
Project Maestros Behind The Success
- Head of Growth: Anwesha Sarker
- Project Manager: Katya Nikitonok
- Account Manager: Parv
- Sales Manager: Sandeep Kumar