MCaffeine opts for simplest and basic influencer marketing strategy to promote new product range

In a competitive environment, where it is difficult to hold one’s uniqueness for long, brands come up with innovative content ideas to maintain recall and love among the consumers. They offer engaging content to the consumers in the form of UGC ideas, contests, ‘How to do’ videos and others, which are further amplified through influencers. But at times, the simplest things reap maximum results.

Recently, India’s first caffeine-infused personal care brand MCaffeine brought on board a wide range of content creators with a follower base starting from two lakh to 20 lakh to promote its new green tea and coffee-based products. As part of the activity, the brand sent gift kits to the creators. Some were seen posting static posts, while others posted videos using the product.

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In an estimated media value worth Rs 15 lakh, the brand garnered more than 5.5 million eyeballs on Instagram.

It could be seen in the Sheeko Brandscore graph below that the brand has been consistent in its influencer marketing activities in the past and has further upped its influencer game on Instagram most recently.

Sheeko Brandscore graph of MCaffeine’s performance on Instagram:

The brand has mostly used female influencers in its activity as they provide more authenticity to beauty products.

The new-age brand targeting millennials was started by Vikas Lachhwani and Tarun Sharma in October 2016. The company aims to reach Rs 100 crore annual revenue targeting a million customers by the first half of 2020.

MCaffeine is internet-only direct-to-consumer brand. It sells through its own platform and other etailers like Nykaa, Amazon and Flipkart, giving a run for their money to well-settled old personal care and beauty giants in India. MCaffeine is also one of the largest selling brands on Nykaa.