How Jeevansathi is getting direct business results from its influencer-driven content campaign #PerfectSathi

Many a time, brands wonder that even after using top influencers to reach out to relevant audiences, why their campaigns don’t give the desired results. The answer is very simple, said Sumeet Singh, Chief Marketing Officer, Info-Edge (the parent company of Jeevansathi.com), in interaction with BuzzInContent. She said, “It is important for brands and influencers to be on the same page before collaborating on a campaign to avoid creating content that looks forced or unbelievable.”

Sumeet Singh

She said, “One of the key points to keep in mind is to ensure that the influencers share the same values as your brand and connect to a similar cohort of the audience as your brand too. The idea is for the campaign to not just be mutually beneficial for the brand and the influencer, but also to give our followers the kind of content that they love to engage with.”

Recently, Jeevansathi.com launched a campaign​, #PerfectSathi to, highlight the importance of compatibility while looking for the right life partner. The brand associated with celebrity couple Gurmeet Choudhary and Debina Bonnerjee. In the course of their nine-year marriage, the couple has embraced each other’s cultural differences and been each other’s support system through thick and thin.                 

Singh commented, “With Debina and Gurmeet, we could show our followers exactly the kind of unfaltering companionship that brand Jeevansathi stands for, and this has been key in ensuring the success of the #PerfectSathi campaign.”

As part of the #PerfectSathi campaign, the brand has planned a total of four videos with Debina and Gurmeet, with each highlighting a different aspect of their relationship — their inter-cultural marriage, their memorable ‘Firsts’ together, how well do they know each other and a fun game of ‘Never have I ever’. Then the brand will move on to generating user-generated content with success stories from its users and continue with some more exciting content associations.

The videos:

The six-week campaign is targeted at prospective brides and grooms who are in the process of choosing the right partner to lead a happy married life.

The critical insight is in the context of couples’ compatibility and chemistry. With Debina and Gurmeet, the brand had a great opportunity not just to share their beautiful story, but also to pit the couple against each other in popular game formats like ‘Who knows whom better’, ‘Never have I ever’, etc. The result is a series of playful and endearing videos that bring out the playful nature of their relationship beautifully.

Elaborating more on the content strategy of the campaign, Singh said, “The idea is to associate with popular personalities, have our own success stories showcase their personal journey, this journey of banters.  Deep understanding is a beautiful one and important to have a good married life. It’s about not only finding a bride or groom but finding a life partner, a true Jeevansathi. The influencers and celebrities help as they also have huge fan bases.”

Talking about the business results the campaign has fetched until now, Singh said, “We have had a few hits and misses in our initial journey in content campaigns. The last two campaigns done across YouTube and adapted to different markets have delivered well on business impact. With campaigns such as #PerfectSathi, the initial response is good, it’s a campaign that will carry on for a while, and we are confident it will impact both qualitative brand metrics and business metrics too.”

She said word of mouth plays a crucial role in the online matrimony category, and one way to capitalise on that is influencer marketing. “The brand has been exploring similar opportunities with strong intent. The idea is to work on more such associations in the near future and give our audiences some memorable campaigns,” Singh said.

The brand has adapted these videos to the best-suited formats for each medium to ensure maximisation of reach and engagement. It has created short snackable vertical videos for Instagram reels; and long-form videos for IGTV, YouTube and Facebook and its platform. Jeevansathhi.com will use native advertising tools like YouTube home feed ads to promote this content to category users along with its database of over a million active users. By getting the videos re-posted by Debina and Gurmeet on their social handles, the brand has maximised the campaign reach.

Looking at the engagement rate across channels for each video of the campaign that has gone live so far, it has given Jeevansathi.com the confidence to explore the influencer route further in times to come.