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It’s always a smart strategy by brands to onboard entertainment industry influencers to garner immediate brand recall and promote a new offering. The game doesn’t just get over by onboarding influencers to post about the brand and its offerings. People follow such influencers to get a peek into these celebrities’ lives. Therefore, the content created by these influencers should also give a slice of their daily lives.

Recently, Urban Company associated with female influencers such as Maheep Kapoor, Shehnaz Gill, Gauhar Khan and others from the entertainment world to promote their new campaign — #MySalonMyWay. The campaign promotes flexible features and services that the brand has to offer.

The influencers’ social media posts:

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A post shared by Maheep Kapoor (@maheepkapoor)

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A post shared by Hansika Motwani (@ihansika)

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A post shared by शिवांगी जोशी (@shivangijoshi18)

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A post shared by GAUAHAR KHAN (@gauaharkhan)

These celebrities not just posted content directly about the brand’s proposition, but related it to their lives and created content that looks genuine and relatable at the same time. Each influencer has her own #MySalonMyWay story and shares why Urban Company works for them. It is delightful for viewers and followers to listen to their stories and banters.

This campaign is refreshing because its aim is to spread awareness about the core objective of Urban Company — everyday services provided at the users’ doorsteps through influencer marketing. The influencers’ friendly banter, and them sharing a slice of their lives, add to the entertainment factor of the campaign.

According to data provided by content marketing agency Sheeko, the brand was able to garner more than 2.5 million reach in an estimated media value pegged between Rs 25-30 lakh through this campaign.

As evident from Sheeko’s activity graph, Urban Company has been considerably active on digital platforms in the past one year, and after coming up with this campaign, there seems to be a moderate increase in their numbers.

Sheeko Brandscore graph of Urban Company’s performance on Instagram: