Fire-Boltt, the wearable and audio brand, has recently announced the launch of their new social media campaign, #FindYouFire, wherein they urged the consumers to be the absolute best version of themselves.
The new social media campaign started with a short video of Karan Johar, wherein he asks the fellow celebrity video participants about one of their success mantras for staying fresh, fit, healthy and positive throughout the day. Johar further goes on to add that if he doesn’t like an individual’s answer, he would inevitably fire them.
For its campaign, Fire-Boltt roped in a plethora of influencers ranging from Parineeti Chopra, Karan Johar, Shilpa Shetty Kundra, Malaika Arora, Rakul Preet Singh, Aditi Rao Hydari, Shruti Haasan, Bani J, Nargis Fakhri and athletes like Sania Mirza, MC Mary Kom, and Sunil Chhetri, among others.
As per Fire-Boltt, the response for the #FindYourFire campaign, which is one of their biggest campaigns, has been overwhelming and has helped the brand reach over 130 million unique accounts on Instagram. The engagement has been quite high too, with over 1.5 million accounts.
The entire campaign, which ran on Instagram and Fire-Boltt’s website, amassed a current engagement rate of about 0.5% on the social media platform, as per the company.
Kishore also highlighted that for this one campaign, the brand spent close to 10% of their advertising budget.
As per the company, it was a result of this campaign that the average engagement of Fire-Boltt on Instagram rose to 0.5% with 21% average user activity.
According to Arnav Kishore, Founder and CEO, Fire-Boltt, “Our campaign video with Virat Kohli alone crossed 16 million views. For us, this has truly been a campaign to remember as it not only brought us into the spotlight but also taught us the nuances of influencer marketing.”
“Overall, we engaged with 150+ influencers and celebs for this campaign. The selection criteria for this campaign were two-fold: the quality of the content and engagement. The Influencers’ follower count did not matter much to us,” added Kishore.
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Kishore further added that the objective of the #FindYourFire social media campaign was to tell the brand journey to the audiences across the world.
“Since, the attention span of social media users is quite miniscule, therefore in order to break the clutter, Fire-Boltt resorted to Johar as an anchor face for this campaign. Moreover, the short and crisp video helped the content in standing out and helped users engage with the brand,” added Kishore.
Additionally, with the help of influencers, the wearable and audio brand is targeting youth in the age group of 18-30 years, who reside in metros, and Tier 2, 3 cities.
Moreover, the influencers’ categorical niches were taken into consideration before approaching them for collaboration since the short video content talked about fitness, fashion, tech and lifestyle.
With this campaign, the brand also wanted to create exciting content around the different usages of smartwatches in everyday life to develop a stronger connection with the customers.
As per Fire-Boltt, the content of the 360-degree campaign was aimed to showcase how a Fire-Boltt smartwatch empowers an individual and aids him or her in becoming the best version of themselves.
The challenges that come across with influencer marketing are decreased engagement on sponsored posts, as per Kishore.
“Marketers can overcome this problem by making the content more engaging with subtle brand integration. Fake influencers are another challenge that brands struggle with. Hence, it is important to carefully evaluate influencer profiles before getting them on board,” he asserted.
When asked about how Fire-Boltt selects which influencers to work with, Kishore said, “If the product is very niche-specific that only a select circle of people would be interested in buying, then small influencers are the way to go. Their stronger connection with their followers increases their ability to influence their decisions and helps in achieving better ROI. On the other hand, if the product/service is useful for a large section of people then we look at tapping into the reach of larger influencers.”
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