native advt. / strategy / influencer marketing / social media / keventer / fmcg
Dairy, especially milk, is not just a food group in India. In most cultures of the country, it is believed to be a sign of prosperity, nutrition and health. Consumed on almost a daily basis in various concoctions or just plain, milk like potatoes is a must-have for most Indian households. Generally, a family has a milk supplier or a designated shop, where the day’s needs are brought from. However, there is one manufacturer who dominates the dairy industry, almost across the country. It is no different in the North East.
Keventer Agro – the fastest growing food company in Eastern India - was looking to gain a foothold in the dairy sector of the North Eastern states of the country. They needed a plan that would help them create awareness about their milk products and grow an affinity toward them. Instead of using conventional marketing channels such as television, which is one-sided and leaves little scope for audience interaction, Keventer wanted something more worthwhile.
Shreya Majumdar, Sr Account Manager - Keventer, Brandsum
The food blogger used standardized milk to further the conversation of deliciousness by creating a North Eastern twist on Kheer by using Keventer Standardized Milk.
The lifestyle blogger used a house tour with a subtle product integration by showing a bowl of cereal with the milk carton at her work desk.
The fitness enthusiast emphasized the importance of milk, especially since dieticians recommend reducing milk from one’s diet. She advocated the advantages of toned milk, which has all the necessary nutrients and is less on calories.
Upon consistent consultation with the agency, varying formats of content – from static, video, to contests – that garner conversations on social were all used by the influencers. The content created was appreciated on social media and triggered various queries about the availability of the product. Numbers on social bear testimony to the same.
The recipe that was created by the food influencer recorded nearly 4,500 views
The fashion influencer leveraged her presence to win over 3,200 likes on Instagram
The mom blogger created an article which was well-received and is hosted on the brand’s website as well
The fitness enthusiast acquired 73,000 views through a dedicated video that she created
Keventer wanted to make a presence felt in the market and the association with Brandsum helped them achieve that. Relatability instead of reach was the edge that Brandsum leveraged and how!
