Remixing the use of influencers, retro style.

The Giant Leap
Sep 3, 2018 · 2 min read

by Shreyas Dilip, Social Media Manager

In an age where numbers, views and clicks matter most in the online space, social media has carved out a niche in the marketing world. This makes the ground fertile for one group of people in particular — social media influencers. While a majority of brands use influencers as the ultimate proliferators of their products, we’ve used their role as a means to a stronger, more impactful end.

The Brand

The Roadster Life Co. is India’s favourite highway lifestyle and fashion brand. Roadster launched a range of clothes called the Time TRVLR Collection with the theme: inspired by the past, ready for the future.

The Objective

To highlight the launch of the new collection in the brand’s most active TG of 18–24 year olds and make it look visually differentiated on a feed so it is unmissable.

The Remixed Retro Challenge

The challenge was based on a simple idea: get people to re-create a retro look using the Time TRVLR Collection. The task was was aimed at bringing back the retro look by using the collection in an engaging and intriguing manner.

To roll out the challenge, we first chose retro-styled icons from the yesteryears. We then asked 8 influencers to post videos of them coming across the collection on Myntra and re-creating the retro look with their own personal touch. In this way, the audience quickly understood that a current fashion trend could be used to remodel a classic retro look.

This helped set context for the influencers’ fans, who then got on to the challenge themselves. The posts were shared as split-screen images to bring out the likeness in styling, and also brought into focus the collection and the influencer’s transformation.

The Results

With 8 influencers posting just one piece content over 15 days, we managed to reach 6 million people and create 1.5 million engagements on Instagram. We also received over 10,000 clicks to its collection page on Myntra.

All this, at promotional costs that were 80% lesser than industry average.

Hundreds of users participated by posting photos of their own recreated looks. A heightened degree of user-generated content coupled with low costs per engagement allowed more people to participate, and build more content, without the need to invest more money.

The Takeaway

When an interesting challenge meets an engaged follower base, the content will organically grow. A differentiated engagement strategy can cut swiftly through the media clutter to deliver quick and effective results. All it takes is a little bit of creative strategy and possibly some bell bottoms to reach targets in the most efficient way possible.

The Giant Leap

Written by

We create interactive brand stories, experiences and engagements that straddle both the digital and physical worlds. www.thebravenewworld.com

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