Kapad, 2019

Followers? or Friends?

Social Media Content Influencer Marketing Social Media Marketing Performance Based Marketing
By Wit and Chai

Rakhees can be sold only by friends, Not followers!

Rakhees can be sold only by friends, Not followers!
Client Brief

Sustainable fashion is and will always be in vogue for its chic designs and eco-friendliness. Kapad, a sustainable clothing brand based out of Pune, wanted to add a sustainable factor to the widely celebrated Rakshabandhan festival. Green, handcrafted, organic and most importantly subtle style - the clothes from Kapad combine all the mentioned elements.


For this festive Campaign, the main target was to increase Kapad’s local brand awareness through emotional marketing. Being an online store, Kapad wanted to drive customers to the brand’s online channels and give them the actual feel of the fabric and tap into the hearts of Indians. A campaign that utilizes the consumer’s sentiment, is then leveraged to help the audience identify with a brand and works in favour of local brands was needed. Sustainable rakhis made out of unused organic fabrics were made by Kapad.


To execute the campaign for the festive season of Raksha Bandhan, free ‘sustainable rakhis’ were sent to 150 female micro-influencers, with closed Instagram profiles and less than 700 followers (who acted as Barter Infleuncers). In return, these influencers posted pictures and videos with sustainable rakhis on Instagram. They also tagged Kapad in each post or story while doing so.


With the launch of this festive yet sustainable campaign, the following results were achieved: 

  • Kapad saw a meteoric rise in direct messaging and followers,

  • 300% increase in website traffic,

  • ₹0 spent on Social Media Influencer Marketing,

  • 1,00,000 organic impressions,

  • Unpaid media distribution worth ₹60,000+ on LBB and The Punekar.

For Kapad as a brand, we chose to do so, since we wanted Kapad to get as close as possible to the customer's heart.

Compassion gives depth to the experience of a brand more than anything else!



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