Summary
Positioning Royale Glitz as a celebrity: We aimed to position the luxury paint as the Instagram celebrity of the paint world—full of flair, appeal, and a dedicated following. Leveraging Newsmakers: To achieve brand recall, The creators who were also "newsmakers'' brought their own unique style into the campaign, The campaign successfully conveyed the "extra oomph" of Royale Glitz, making it making it not just a a product but a lifestyle choice that "Steals Your Spotlight''.
Challenge
Objective 1) To create awareness for Asian Paints Royale Glitz's "Steals your spotlight" campaign . 2)To communicate the product USP- luxury paint which comes with an extra oomph that gives a luxury finish to the walls and 3)Establish brand recall. Overcoming challenges, the objective was to establish the premium paint product in the minds of the target audience. Communicating its unique selling proposition (USP) - the luxury paint with an extra oomph for a lavish wall finish. Influencers and content creators, using their own content style, created reels posted with #StealsYourSpotlight. The brand allowed influencers to stay true to their content style, humorously showcasing how their spotlight gets stolen, attributing it to Royale Glitz paint. The campaign centered on the idea of "Who #StealsYourSpotlight," revealing through creative content that it's indeed the luxury paint.
Objective
Asian Paints Royale Glitz' campaign, #StealsYourSpotlight was all about the brand portraying how this luxury paint comes with an extra oomph and fan following, much like an Instagram celeb. focusing on positioning it as a luxurious and desirable paint brand. The strategy involved collaborating with influencers who are seen as trendsetters and newsmakers, known for their connections with luxury brands. The campaign emphasized authentic storytelling and organic content, rather than scripted ads, to resonate with Instagram's premium content consumers. The goal was to create brand awareness, communicate the product's unique selling proposition (USP), and establish strong brand recall. The execution involved influencers integrating the product into their daily lives, which resulted in significant engagement and reach. This approach aimed at positioning Royale Glitz not just as a product but as a lifestyle choice, thereby driving business growth by appealing to a luxury-oriented audience.
Strategy
1. Brand Positioning: The campaign leveraged the concept of Instagram celebrity status, portraying Asian Paints Royale Glitz as not just a paint but a lifestyle choice that steals the spotlight even from celebrities. 2. Influencer Partnerships: A strategic selection of content creators was made, focusing on those who are consistently in the public eye and have a track record of affiliations with other luxury brands. 3. Authentic Storytelling: Rather than scripted ads or rehearsed taglines, the campaign relied on organic, relatable content. Influencers integrated the product seamlessly into their Instagram reels, creating natural buzz and engagement. By pairing the product's luxury appeal with like-minded Instagram influencers, the campaign targeted awareness, USP communication, and brand recall.
Data
The campaign was built on the theme "Steals Your Spotlight," letting influencers unleash their creativity to reveal that the spotlight-stealer was, in fact, the Asian Paints Royale Glitz. To establish brand recall, these content creators/influencers had to have a fun side to them, while also being affiliated with luxury brands and partnerships in the past. No scripted setups, no rehearsed brand tagline, just storytelling that feels authentic and organic with content creators. In terms of long-term sustainability, the strategy of using influencers who align with the brand's values and aesthetics seems to be a key element. This approach not only ensures the authenticity of the marketing message but also fosters a sense of trust and relatability among the target audience. The success of this campaign, as indicated by the engagement metrics, suggests that this data-driven strategy could be applied to other business contexts within the organization, especially those targeting similar demographics or looking to establish a premium brand image.
Solution
Results
The measurable goals or Key Performance Indicators (KPIs) set for the Asian Paints Royale Glitz campaign focused on engagement metrics related to influencer marketing. The primary results achieved were: Total Views: 11.9 million Total Reach: 6.7 million Total Engagement: 1.2 million These figures indicate a substantial level of interaction with the target audience, which consisted predominantly of individuals aged 25 and older, with a higher proportion of male viewers from metropolitan cities. This high level of engagement and reach contributed to the brand-building and business growth objectives of the campaign, especially in positioning Royale Glitz as a luxury and lifestyle-oriented brand. This strategy resulted in a win-win collaboration, allowing both the brand and the influencers to maintain their premium, luxury personas.
