Product/Service
L&T Finance Holdings Ltd.a prominent non-banking financial company in India, provides a varied portfolio of financial products including consumer loans, home loans, and SME loans. The focus of the recent campaign was on promoting their two-wheeler loan offerings, aiming to streamline the process of purchasing motorcycles and scooters through financial assistance.
Objective
The primary objectives of the campaign were to enhance brand awareness, increase social media presence, and boost brand engagement among potential customers.
Target audience
The campaign targeted individuals aged 20 to 40 years, encompassing both male and female demographics. The geographical focus was on the city of Kolkata, aiming to tap into the metropolitan consumer base.
Geography
Kolkata, a major urban center in India, was chosen as the campaign’s focal point. This choice was strategic, considering the city’s large population and the significant market for two-wheeler vehicles due to the urban commuting needs.
How Did L&T Finance Aim to Boost Brand Visibility by influencer marketing
L&T Finance strategically utilized influencer marketing to enhance its brand visibility by collaborating with popular influencers on Instagram and YouTube who resonated with their target audience in Kolkata. This approach allowed the brand to leverage the influencers’ substantial followings and credibility to promote their two-wheeler loans.
By integrating local dealership experiences into the influencer content, the campaign created authentic and relatable narratives, showcasing the ease and benefits of obtaining a loan with L&T Finance.
This method not only amplified their social media presence but also effectively communicated the brand’s customer-centric solutions, thereby increasing engagement and awareness among potential customers.
What Strategies Did L&T Finance Use to Identify and Engage Their Ideal Audience?
L&T Finance utilized a targeted influencer marketing strategy to effectively engage their ideal audience for promoting two-wheeler loans in Kolkata. Understanding that their target demographic predominantly comprised young adults aged 20 to 40, both male and female, the company carefully selected influencers who resonated with this group. These influencers had substantial followings and were seen as trustworthy figures within the local community, enhancing the authenticity and relevance of their messaging.
The selection process involved choosing influencers based not only on their popularity but also on their content’s alignment with the brand’s values and objectives. This ensured that the promotional messages were seamlessly integrated into the influencers’ usual content, maintaining a natural and engaging presentation that appealed to potential customers. Influencers created content that showcased the ease and benefits of securing two-wheeler loans from L&T Finance, often incorporating real-time experiences at dealerships. This strategy not only highlighted the practical advantages of the loans but also fostered a connection with the audience by depicting scenarios relatable to the everyday buyer.
Furthermore, L&T Finance expanded its outreach by integrating a celebrity, Raima Sen, known for her work in Hindi and Bengali cinema, into their campaign. This addition was strategically used to bridge online and offline marketing channels, ensuring a broader engagement across different segments of their target audience, ultimately enhancing both visibility and trust towards the brand.
Campaign Execution
Results
The campaign achieved impressive engagement metrics across social media platforms:
- Total Reach: 997,853
- Total Views: 1,164,437
- Total Likes: 81,501
- Total Comments: 419
- Total Saves: 729
- Total Shares: 1,013
Additionally, the campaign involved 11 creators, with 8 on Instagram and 3 on YouTube, indicating a broad spectrum of content approaches and outreach methods. The involvement of celebrity engagement with Raima Sen further amplified the campaign’s visibility and appeal, making significant strides in increasing L&T Finance’s brand presence in the competitive financial services
