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Influencer marketing is a must checkbox that every brand ticks when it has to launch a new product. This has become inevitable even more during these uncertain times because the brands had to reduce spends on traditional advertising, experiential activities have come to a standstill, and physical events have gone virtual. Coming to the rescue is influencer marketing that helps brands gain the consumer’s attention. 

Vivo announced the launch of its latest offering, which it says is the slimmest phone of 2020. To create a buzz around the launch, the brand got creative with its influencer marketing strategy.

As part of the strategy, the brand started with challenge #SearchForSlim, which led to the phone launch and its campaign #DelightEveryMoment using influencers. In the meanwhile, to promote various features of the phone, the brand did another activity with the influencers where they depicted their #Bloopermoment using phones and left a message for their followers on how Vivo’s latest launch will come to their rescue.

For the campaign, Vivo associated with Karan Wahi, Ashnoor Kaur, Kanika Mann and other popular influencers for the #SearchForSlim and #DelightEveryMoment campaigns. For the #Bloopermoment part of the launch strategy, it collaborated with Jannat Zubair, Tanmay Bhatt and Abhish Matthew.

Influencers’ posts for #SearchForSlim and #DelightEveryMoment

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Ashnoor (@ashnoorkaur) on

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Kanika Mann (@officialkanikamann) on

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

(@alygoni) on

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Karan Wahi (@karanwahi) on

Influencers posts for #BlooperMoment

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Jannat Zubair Rahmani (@jannatzubair29) on

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Ashnoor (@ashnoorkaur) on

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Tanmay Bhat (@tanmaybhat) on

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Abish Mathew (@abishmathew) on

In a media value pegged between Rs 30 and Rs 40 lakh, the brand was able to garner a whopping 29 million-plus reach through the influencer marketing strategy for the launch of the V20 range of phones. 

Karan Wahi, Ashnoor Kaur, Kanika Mann and all the other influencers who are a part of this campaign have a huge following on Instagram and mostly among youngsters, which is the target audience of the brand. 

As visible from the Sheeko graphs, in the past few months, Vivo has been consistent in doing influencer marketing, but this particular activity for the launch of V20 is biggest using a wide range of influencers.

Sheeko Brandscore graphs of the brand’s performance on Instagram:

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