How we helped elevate Chosen's brand presence in India's Eastern and North Eastern regions through strategic influencer collaborations and targeted content.
How we helped elevate Chosen's brand presence in India's Eastern and North Eastern regions through strategic influencer collaborations and targeted content.
Social Media
The Brief
The Brief
Chosen by Dermatology, founded by the renowned dermatologist Dr. Renita Rajan, sought to enhance its brand awareness and market penetration, specifically in India's eastern and northeastern regions. Given Dr. Rajan's strong emphasis on science-backed skincare and her unique approach to brand building distinct from typical corporate founders, the primary goal was to position Chosen's products as essential for skin protection and health, addressing the unique environmental challenges of these areas. With over 300K followers herself, Dr. Rajan understood the power of social media and its potential for reaching new audiences.
Chosen by Dermatology, founded by the renowned dermatologist Dr. Renita Rajan, sought to enhance its brand awareness and market penetration, specifically in India's eastern and northeastern regions. Given Dr. Rajan's strong emphasis on science-backed skincare and her unique approach to brand building distinct from typical corporate founders, the primary goal was to position Chosen's products as essential for skin protection and health, addressing the unique environmental challenges of these areas. With over 300K followers herself, Dr. Rajan understood the power of social media and its potential for reaching new audiences.
The Challenge
The Challenge
The objective presented an open field, and we initially explored multiple avenues beyond social media, including out-of-home (OOH) advertising, airplane sampling, and even opening an offline retail store. The eastern and northeastern regions represented new terrain for us, requiring a deep understanding of local nuances.
The objective presented an open field, and we initially explored multiple avenues beyond social media, including out-of-home (OOH) advertising, airplane sampling, and even opening an offline retail store. The eastern and northeastern regions represented new terrain for us, requiring a deep understanding of local nuances.
The Approach
The Approach
To address Chosen's objectives, we proposed a three-pronged strategy, with a core campaign theme around Melasma, aligning with Chosen's commitment to science-backed skincare. We recommended an educational route, in line with the brand's values, and suggested executing this through various channels.
Campaign Strategy: Educational Focus on Melasma
We developed a campaign theme centered on Melasma, a prevalent skin concern in the target regions. This educational approach aimed to position Chosen as an authority in science-backed skincare, offering solutions tailored to specific needs.
Suggested Channels for Execution:
Micro-Influencer Campaign We recommended partnering with approximately 50 influencers, including notable figures like @thedeepthie, @kimpi, and @ouh.panda. These influencers have a loyal following in the targeted regions, which we believed would ensure authentic engagement.
Targeted Content Calendars
Chosen's Instagram: We proposed developing a robust short-form content calendar spotlighting products like Safescreen sunscreen, Gelee moisturizer, and Redcovery serum.
Dr. Renita Rajan's Instagram: We suggested curating informational content addressing skincare concerns prevalent in the Eastern and Northeastern regions, with a focus on Melasma and general skincare.
Key Messaging Development
We crafted messaging emphasizing:The heightened risk of Melasma in the Northeast and the necessity for specialized protection.
How Chosen's products are specifically formulated for Indian skin types.
The importance of clinical-grade skincare over mass-market alternatives.
The tone we recommended was authoritative yet approachable, aiming to position Chosen as a trusted local brand attuned to the region's specific skincare needs. We also highlighted Chosen's commitment through initiatives like a research partnership with a local university to study the effects of the Northeast environment on skin health.
To address Chosen's objectives, we proposed a three-pronged strategy, with a core campaign theme around Melasma, aligning with Chosen's commitment to science-backed skincare. We recommended an educational route, in line with the brand's values, and suggested executing this through various channels.
Campaign Strategy: Educational Focus on Melasma
We developed a campaign theme centered on Melasma, a prevalent skin concern in the target regions. This educational approach aimed to position Chosen as an authority in science-backed skincare, offering solutions tailored to specific needs.
Suggested Channels for Execution:
Micro-Influencer Campaign We recommended partnering with approximately 50 influencers, including notable figures like @thedeepthie, @kimpi, and @ouh.panda. These influencers have a loyal following in the targeted regions, which we believed would ensure authentic engagement.
Targeted Content Calendars
Chosen's Instagram: We proposed developing a robust short-form content calendar spotlighting products like Safescreen sunscreen, Gelee moisturizer, and Redcovery serum.
Dr. Renita Rajan's Instagram: We suggested curating informational content addressing skincare concerns prevalent in the Eastern and Northeastern regions, with a focus on Melasma and general skincare.
Key Messaging Development
We crafted messaging emphasizing:The heightened risk of Melasma in the Northeast and the necessity for specialized protection.
How Chosen's products are specifically formulated for Indian skin types.
The importance of clinical-grade skincare over mass-market alternatives.
The tone we recommended was authoritative yet approachable, aiming to position Chosen as a trusted local brand attuned to the region's specific skincare needs. We also highlighted Chosen's commitment through initiatives like a research partnership with a local university to study the effects of the Northeast environment on skin health.
The (Potential) Outcome
The (Potential) Outcome
Our collaborative efforts were intended to yield significant results:
Enhanced Brand Awareness: The proposed influencer campaign and targeted content aimed to significantly boost Chosen's visibility in the Eastern and Northeastern regions.
Established Brand Trust: The strategy was designed to position Chosen as a go-to skincare solution, reinforcing its image as a clinically developed, expert-led brand offering specialized, personalized skincare solutions.
Our collaborative efforts were intended to yield significant results:
Enhanced Brand Awareness: The proposed influencer campaign and targeted content aimed to significantly boost Chosen's visibility in the Eastern and Northeastern regions.
Established Brand Trust: The strategy was designed to position Chosen as a go-to skincare solution, reinforcing its image as a clinically developed, expert-led brand offering specialized, personalized skincare solutions.
Whatβs Next?
Whatβs Next?
Unfortunately, this was one project that did not move forward as planned. There was significant back-and-forth and misalignment on execution, stemming from both our side and theirs. While it didn't materialize into a live campaign, we gained valuable insights into the unique challenges and complexities that can arise with influencer collaborations.
Unfortunately, this was one project that did not move forward as planned. There was significant back-and-forth and misalignment on execution, stemming from both our side and theirs. While it didn't materialize into a live campaign, we gained valuable insights into the unique challenges and complexities that can arise with influencer collaborations.
The Pipal
The Pipal
Vivek - The Pink Panther (Micro-Influencer Agency)
Vivek - The Pink Panther (Micro-Influencer Agency)
Let's bring your vision to life.
Let's bring your vision to life.
Let's bring your vision to life.