Flipkart engages with 45+ regional YouTube influencers to target Tier-II and beyond cities ahead of Big Billion Days sale

Homegrown e-commerce platform Flipkart recently roped in over 45 regional YouTube content creators to expand its reach in Tier-II and beyond regions in the country for its recent influencer campaign #FlipkartShoppingMela, which was carried out ahead of its Big Billion Days sale.

Through the campaign, Flipkart aimed to highlight its platform’s affordability and high-quality selection across an expansive range of products on beauty, fragrance, FMCG, and home furnishings.

https://www.youtube.com/shorts/U3xMFfgH4VY 

As per Flipkart, the new influencer campaign on YouTube, #FlipkartShoppingMela, was conceptualised to cater to the varied needs of customers across the country by offering them an expansive selection of high-quality and value-driven products at budget-friendly prices.

Kanchan Mishra, Senior Director-Consumables (FMCG), General Merchandise and Home, Flipkart, said, “At Flipkart, we are committed to offering a high-value shopping experience to our customers by paying close attention to their dynamic needs.”

She further also emphasised that e-commerce shoppers, especially from Tier-II and III cities, look for quality, convenience, value-based, and reliable shopping experiences.

“We conceptualised the #FlipkartShoppingMela campaign ahead of the festive season, to strike a chord with Bharat and re-emphasise Flipkart as the quintessential value-driven shopping destination for everyone across the country,” she asserted.

According to Sheeko, the influencer marketing and branded content management platform, Flipkart has spent over Rs 20 lakh on its new influencer marketing campaign on YouTube. As of now the reach for #FlipkartShoppingMela campaign stands at more than eight million, as per Sheeko.

Moroever, the platform had roped in female social media influencers for the campaign to ensure that it appeals to the homemakers, it stated.

Flipkart also revealed that through this it planned to strengthen its connection across ‘Bharat’ as the campaign taps on regional languages including Oriya, Bengali, Manipuri, and Assamese. 

As per Mishra, “Long-form and short-form video content is well-received by consumers today. It is a popular format for hosting many affiliate marketing campaigns and it was our preferred choice for the #FlipkartShoppingMela campaign. We carried out this campaign with a set of influencers who have a good connect with their followers through their video content.”