More than just building brand affinity and recall, it’s highly essential that every marketing activity a brand does should always aim at fulfilling business objectives. Digital content propelled by influencer-led amplification directly helps brands garner sales leads. Content has the power to build businesses if done strategically in the long run. Content without engagement and call-to-action is a loose end.
It’s a rare situation when brands can garner user-generated content without any reward involved. Consumers always need motivational and luring factors to engage with the brand. Therefore, a lot of brands resort to influencer-led contests and engagement on social media and offer product vouchers. Like this, they are even able to engage with the audience through content and also garner sale leads as the people who have been rewarded would eventually redeem them.
Most recently, Lee Cooper India launched the #Standout contest on social media. The contest is amplified by influencers like Arjun Bijlani, Warina Hussain, Surbhi Jyoti and Usaamah Siddiqui. The participants will get vouchers worth Rs 500 and winners get merchandise worth Rs 5,000. This is the brand’s third edition of the contest.
It started with #MasterOfDenim contest, where the brand blurred the images of these influencers in a video and asked the audience to guess them. Then the same set of influencers shared their pictures of how they stood out in various Lee Cooper denim looks and asked the audience to share photos of their #Standout outfits and post it on the contest link (http://leecooper.in/masterofdenims/index.php) with the details.
#MasterOfDenim contest:
Instagram posts:
The brand was able to garner more than 13 million reach in an estimated media value worth Rs 15 lakh. These influencers are TV actors and fashion bloggers, which helped Lee Cooper cover a variety of audience.
Sheeko Brandscore graph of the brand’s activity on Instagram:
Another thing to be noticed here is that Lee Cooper rarely does influencer marketing. From the Sheeko history graph, it is seen that in the past one year, this is the only big campaign done by the brand.
Sheeko Brandscore graph of Lee Cooper’s yearly performance on Instagram:
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