Instamojo' Campaign Educates Entrepreneurs On D2C Brands

For the launch of its new stores and the unique pricing, Instamojo has engaged with nano and micro-influencers to spread awareness about two aspects of the store and the brand - why should one have their own online store to sell independently and become D2C brands, and that starting an online business is as affordable as Rs. 8/day, less than the cost of a masala chai! 

The aim of the campaign was to spread awareness on the benefits of having one’s own D2C brand, compared to selling on marketplaces where losing out on the customer journey is a challenge.

Instamojo engaged with influencers from the business education category to run its first campaign. The company carefully handpicked influencers who created content for digital creators that educated people on how to sell products online smarter, faster, and cheaper. Engaging with nano and micro-influencers, the company created content and awareness on building an online business and gaining passive income. Influencers creating content on various aspects of educating entrepreneurs have also been engaged for the campaign.

YouTube and Instagram were the focus channels for the campaign as this is where the buyer/primary users hang out the most- for marketing purposes as well as to get information about how to grow one’s business. Instamojo has seen a 60% conversion rate with this campaign. The campaign reached one crore people with about 20-30 micro and nano influencers. The campaign also highlighted the features available on the platform and gave the audience a view of the value they can get at such an affordable price point.

Rapti Gupta, Director of Brand Marketing at Instamojo, said “Our aim with the campaign was to reach as many entrepreneurs and small business owners as possible and make them aware of the facilities that can be availed to grow one’s business. One major pain point for several independent and small companies especially in India is to gain customer trust and influencers help solve that problem to a large extent. While campaigns need to be catchy for sure, it also has to add that much value to the customer, impacting their purchase decision.”

She added, “Everybody in India is an entrepreneur at heart. That's exactly why the pandemic saw a big spike in people starting their businesses from home. Today the number of DTC businesses being created are multiplying. At Instamojo, we have seen a 67% increase in-store creations over the last year. Most of our growth over the last year came from Tier II and Tier III cities and this instils our faith in local e-commerce. We enable micro, small, and medium business, startups, and DTC brands with online store and online payment solutions.”