Brands venturing into tier 2, 3 cities rely heavily on influencer marketing

Apaksh Gupta of One Impression talks about subjective and objective filtering of influencers

MUMBAI: Influencer marketing has been picking up the pace at an unpredictable rate for the past two years. 2019, in fact, saw it touching a new high. Influencers found themselves not just at top business conferences but also participating in bigger projects on television, films, and OTT. Influencer marketing firms also gained much prominence as they tried to streamline this haphazard industry.

In India, one of the top performers was One Impression, a Gurgaon-based influencer marketing and branded content solutions company. Founder Apaksh Gupta told that 2019 was so far the best year for One Impression. It recorded revenue growth of around 900 per cent and managed to create an influencer network of 12 million people globally.

Gupta noted that brands became more aggressive and started taking the channel of influencer marketing more seriously. “Influencer marketing became first channel of marketing for at least some of the categories. I agree that there was a lot of discussion around the pros and cons of the medium but eventually came out shining, giving a great ROI to the brands. So, the brands are increasing their budgets for the medium," he said.

He added that new categories that have started investing in influencer marketing are technology companies like Uber and Zomato and fintech companies like HDFC Bank, which used it for launching its new range of credit cards.

“With influencers penetrating the tier 2 and tier 3 cities, newer categories are investing in the medium. We are doing campaigns for companies like Uber on Tik Tok who are trying to acquire new consumers in tier 2 and tier 3 cities now. We are also seeing a lot of gaming companies investing in influencer marketing. For example, we are working closely with PubG for their influencer marketing programmes,” he added.

With so much clutter in the influencer marketing arena, One Impression has come up with a more streamlined and scientific method of helping brands connect with the right faces and voices. It uses a complex mix of data and manual segregation to handpick the right influencers who align with the brand image.

Gupta elaborated, “What happens is that the agencies usually have a pool of 1000 to 3000 influencers and they try to fit in the same pool into the requirements of each brand. But we have introduced an objective and subjective filtration in the process. The objective parts include if the influencers' audience is aligned with the target consumers of the brand. That’s where our data team comes into play. The data team is able to filter our pool of over 3 million Indian and 12 million global influencers by looking into the audience of the influencer.”

He added, “Now, the subjective part is handled manually where we look at the influencer’s personality, pricing, and availability. As a company, we have our own pricing algorithm that helps us pick the right influencers for each branch.”

The company expects a 40-50 per cent year-on-year growth for the influencer marketing industry in the coming times. To tap on that, the company is looking to strengthen its influencer pool and data abilities. It will soon come up with an app called One Sponsor for micro-influencers to develop a niche audience and help businesses identify the right partners early on.

Latest Reads
Kotak Mutual Fund launches new ad campaign that brings SIP to life

MUMBAI: Kotak Mahindra Asset Management Company (Kotak Mutual Fund) becomes the first fund house in the industry to launch a conversational Voice Bot – Mr. SIP, which will address queries related to Systematic Investment Plan (SIPs).

MAM Marketing MAM
Orient Electric rolls out new TV ad with MS Dhoni to promote its 50% energy saving i-Series fans

MUMBAI: Orient Electric Limited, part of the diversified USD 2.4 billion CK Birla Group, has launched a new TVC campaign featuring long-standing brand ambassador MS Dhoni to introduce its new i-Series range of fans powered by ECM technology. Orient i-Series fans save 50% energy as compared to...

MAM Marketing MAM
Digital Vidya Acquires Delhi School of Internet Marketing (DSIM)

MUMBAI: Digital Vidya, India’s leading provider of training solutions for digital marketing announced today that it has acquired DSIM (Delhi School of Internet Marketing), the second-largest player in Digital Marketing training space in India with a presence in over 12+ cities. In an all-cash deal...

MAM Marketing MAM
Labdhi Lifestyle Limited to launch campaign ‘Codename Convenient’ for the Wadala project on 21st February

MUMBAI: Mumbai based developer; Labdhi Lifestyle Limited will launch their new campaign ‘Codename Convenient’ to promote their new project in Wadala on 21st February 2020. With a budget Rs.2.5Cr, the campaign will target potential homebuyers through outdoor and digital advertisements. The campaign...

MAM Marketing MAM
Paytm deepens ties with Uber; will process card payments and provide financial services to driver partners

MUMBAI: Paytm, India’s largest payment gateway, has strengthened its partnership with Uber by adding credit & debit processing and will enable users to complete card transactions seamlessly. This partnership will allow Uber to leverage the strength of Paytm’s card acquiring capabilities, in...

MAM Marketing MAM
#Likeedreams supports a mathematician’s mission to make education accessible to all

MUMBAI: Mr Siddiqui is a mathematics enthusiast, and he aims to help as many students as possible to grasp the subject. To strengthen his mission, Mr Siddiqui has embraced Likee, which is the pioneering global short video creation platform from Singapore based BIGO Technology. Under the aegis of #...

MAM Marketing MAM
boAt audio launches new range of earphones & speakers at the recently concluded Lakmé Fashion Week

MUMBAI: a leading audio brand that reflects the amalgamation of music, fashion and action sports launched their new range of audio products - Stone 170 Portable Bluetooth Speakers, Airdopes 311V2 and SpinX Portable Wireless Speaker at the recently concluded Lakmé Fashion Week. The newly launched...

MAM Marketing MAM
Kurkure launches two new exciting flavours with a ‘Masaledaar’ TVC

MUMBAI: Kurkure, one of India’s most loved snack brand, today announced the launch of two new exciting flavours – Gazab Golmaal and Herapheri Hungama – through a unique TVC featuring Bollywood’s leading actor, Akshay Kumar. Kumar, who has recently been announced as the face of the brand, was seen...

MAM Marketing MAM
Hershey's Valentine's Day campaign touches over 12 million users on Instagram

This Valentine’s Day Hershey’s chocolates decided to give a twist to the conventional way of expressing love by offering GEN Z the means to express their bond on their favourite go-to social media destination, Instagram. It launched the quirky campaign ‘That’s What We Said’ in the first week of...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories