In the current marketing landscape, influencer marketing has emerged as a powerful tool for brands to create authentic connections with their target audience. Upstox, a leading discount brokerage firm, successfully leveraged influencer marketing in India to reach its potential customers in a more engaging and effective way. In this case study, we’ll delve into Upstox’s influencer campaign on YouTube in India and its key success factors.
The Campaign
Upstox launched its influencer campaign on YouTube in early 2021, featuring some of the top finance and investment influencers in India. The objective of the campaign was to create brand awareness for Upstox’s services and encourage more people to invest with them. Influencers such as Tanmay Bhat, Nikunj Lotia, and Ankur Warikoo were part of the campaign.
The Strategy
Upstox’s strategy was to collaborate with influencers who had a strong following in the finance and investment space on YouTube. This ensured that the message reached a relevant audience and had a higher chance of converting viewers into customers. The influencers had the creative freedom to develop their own content and messaging around Upstox’s brand and services.
The Results
The campaign generated over 30 million views and reached more than 10 million people. Upstox’s brand awareness increased by 12% during the campaign period, and they witnessed a 70% increase in new customer accounts. The influencers who participated in the campaign also benefited significantly, as many of them reported a boost in their own subscriber numbers and engagement.
Key Success Factors
Several factors contributed to the success of Upstox’s influencer campaign on YouTube in India. Firstly, they collaborated with relevant influencers who had a strong following in the finance and investment space. Secondly, the influencers were given creative freedom to develop their own content and messaging, which helped to make the campaign more authentic and engaging. Finally, Upstox had clear goals and metrics in place to measure the success of the campaign, allowing them to make adjustments as needed to optimize results.
Conclusion
Upstox’s successful influencer marketing campaign on YouTube in India is a great example of how brands can leverage influencer marketing to achieve their marketing goals. By partnering with relevant influencers, giving them creative freedom, and having clear metrics in place, brands can create effective campaigns that resonate with their audience and drive results.
