Influencer marketing is a constructive way for brands to engage with social media influencers for creating and distributing content, and a favourite with marketers for the reach and amplification it provides.
Taking the influencer route and celebrating the success of its recent music video featuring Shah Rukh Khan, hair colour brand Streax announced that it engaged with more than 15 million consumers in India and beyond through its #GetStreaxyWithSRK influencer campaign.
The brand partnered with social media and television personalities Gauhar Khan, Rithvik Dhanjani and dancer-choreographer Awez Darbar, who grooved to the song originally performed by SRK where he redefined the term ‘Sexy’ as ‘Streaxy’.
The quirky song by Streax includes the brand's name more than six times in a small video.
Ashish K. Chhabra, Joint Managing Director, Hygienic Research Institute Pvt Ltd, said, “It is heartening to see the love people have given to the #GetStreaxyWithSRK campaign, while truly engaging with the song that was so charmingly performed by the ‘Badshah’ of Bollywood himself.”
“We always keep consumers at the heart of everything that we do at Streax, be it product development that best solves the prevailing hair challenges or campaigns that engage with consumers and entertain them in a world full of complexities,” Chhabra added.
Here's what the influencers have posted on Instagram.
In the earlier campaign, SRK had performed to an upbeat melody, encouraging people from all walks of life – whatever may be their look or however be their style – to be ‘Streaxy’.
Streax had also launched an SRK-starrer TVC, supporting people to realise their aspiration to be as good-looking as a superstar. The music video and the TVC were created and conceptualised by Lowe Lintas and directed by Gauri Shinde.
The recent campaigns by Streax grabbed many eyeballs, securing a reach of over 36 million and an engagement of over 6.9 million through the two videos.
According to data provided by content marketing agency Sheeko, through the campaign, the brand reached over 12M+ audience on the internet in a media value pegged between Rs 12-15 lakh.
All three influencers in the campaign are from the entertainment genre and have good reach and engagement. Gauhar is a known dancer. Rithvik and Awez have mass reach and audience engagement.
Rithvik’s and Gauhar’s Instagram posts gathered 66,513 views and 375,130 views, respectively. Awez’s post alone captured 539,982 views on his Streax post.
Gauhar, Rithvik and Awez encouraged audiences on Instagram to take the #GetStreaxyWithSRK challenge and recreate SRK’s moves.
SRK performed on original songs and the brand tried leveraging other category-A influencers to increase reach and engagement on the campaign. SRK’s name gave a sense of legitimacy to the brand, which used the original song to leverage and increase reach.
This trend of quirky songs featuring influencers, and asking people to recreate the videos, was first started by Pepsi, which was later followed by other brands.
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