AD Street Communications Integrated Marketing Agency

Client Brief

BACKGROUND

Tata Motors during TATA Nexon launch and to communicate Tata Nexon, Tata Tiago and Tata Hexa wanted to run influencer campaigns to connect with the real world leveraging content marketing through influencers. Tata Motors has a range of Passenger vehicles catering to a price point of 5 Lakhs to 20 Lakhs.

Challenges:- Identifying the right set of influencers and creating a content plan based on the genre of the influencer. Creating large scale reach and engagement without being repetitive on the content and genre of influencers.

Execution

 

THE CAMPAIGN

A 2 layered approach was adopted where Macros and Micro influencers were shortlisted based on the TG. TG Identification - For high end vehicles collaboration with macro influencers across different genres to appeal to right set of potential audience. The genres shortlisted were finance, lifestyle, automobile, fitness, entertainment with high follower base i.e. 50,000 + followers.OFor the mid size vehicles genres were food, travel, lifestyle, entertainment with follower based between 10,000 — 50,000 were shortlisted. All influencers went through a scoring system based on follower count, engagement, quality of content. Step II included conceptualization of content based on the kind of content respective influencers post to their fans. Each influencer were give set of features to create content based on the genre. The campaign comprised of over 200 videos in a span 1 month

SCOPE OF WORK

Influencer Management

Content Creatio

Result

RESULTS

Over 3 Million reach and over 4% Engagement rate and over 200+ video content

AD Street Communications Integrated Marketing Agency

Creative

  1. Mumbai

Services

Clients

Category Experience

Employees

1-10 Employees

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