The Covid-19 pandemic’s second wave has once again taken the nation in its grip and led to a cloud of gloom and despair. Many people are struggling to get oxygen cylinders and hospital beds for their loved ones and many others are staying at home as a precaution.
During these difficult times, Marico Limited's Livon has brought out a campaign on the occasion of International Dance Day to bring some cheer into people’s lives. Taking on board actress Mithila Palkar, the brand has asked users to share videos of their #LivonHairDance Moves, which are being featured on Livon’s page.
In a video post on her Instagram profile, Palkar, a premium influencer and actor, shares her hair dance moves and asks users to join along with their videos. Palkar works for the brand as she has a good engagement rate and connects with the young female audience quite effectively. People strongly associate Palkar with her curly locks, making her hair an important part of her identity. In an earlier interview, Palkar had said her fans did not like her straight hair look for the Netflix film Tribhanga and felt she looks best in her natural curls.
The video has generated a phenomenal response with many users sharing their hair dance moves, some of which have been featured on Livon’s Instagram handle. With the user-generated content (UGC), the consumer becomes the brand advocate and gives it the kind of credibility and proximity with the audience that no amount of advertising can match. Though the brand has taken on board only Palkar due to her female following, the initiative managed to reach many more people.
According to data provided by content marketing agency Sheeko, the influencer-driven campaign has reached more than four lakh people in a media value pegged around Rs 8-10 lakh.
Sheeko Brandscore graph of the brand’s performance on Instagram over one year:
At a time when most marketing campaigns are glossing over the national crisis while endorsing their products, this campaign stands out for acknowledging the current situation in the country. Moreover, they are not trying to promote any product through the campaign and instead they express an intention to cheer people up, using International Dance Day on April 29 to get people to groove to their favourite songs.
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