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Events give an opportunity for brands to build brand awareness on a large scale and engage directly with consumers. The opportunity seems big to marketers, but it comes with its own pros and cons.

Sponsoring or even creating own events are very expensive and eat a huge part of the marketing budget pie. If not promoted well, there is a possibility the whole purpose of doing an event will not bear any results.

Therefore, it’s a must to devise a proper promotion strategy to promote the event. In such cases, there is nothing better than launching a pre and post- influencer-led campaign. Through influencer marketing, the event can be promoted across their loyal audience base, fetching recall and audience interest in attending the event.

Skechers Performance India had organised Mumbai Walkathon on November 24, 2019. Walkathons or Marathons are some events in which the public is always interested. It’s an innovative way of getting mass promotion for the brand. In order to create a buzz for the event, the brand collaborated with influencers who started promoting it much before its actual date. At the time of event also, Skechers did all efforts to make it look larger than life by the presence of celebrity and influencers at the event. After the event, these celebrities and influencers were seen posting videos of the event on their social media handles. The influencers used the hashtag #GoWalkMumbai across social media.

The celebrities posted videos and pictures on Instagram pre-event to raise awareness around it.

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The brand brought on board dance choreographer and social media influencer Melvin Louis and his crew to perform at the venue. Louis posted videos and pictures of their performance post the event.

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The estimated media value is at around Rs 40-50 lakh, which includes the cost of roping in celebrities and influencers at the event and the promotion on social media. From the most recent posts over two days, it is seen that the brand has been able to garner a reach of more than 1.5 million on Instagram.                

Sheeko Brandscore graph:

The strategy wasn’t limited to celebrities and influencers. The brand also garnered a lot of user-generated content around the event with people posting pictures with #GoWalkMumbai and tagging Skechers official handles on social media.

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Also read: How aggressive influencer marketing helped OnePlus to promote its first music festival in India

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