Product/Service
Hamleys, a renowned toy retailer, offers a magical shopping experience for both children and adults. The brand is well-known for its high-quality toys, games, and educational products, enhanced by engaging in-store experiences.
Objective
The primary goal of Hamleys’ influencer marketing campaign was to raise awareness and drive footfall to various store locations across India.
Target audience
The campaign targeted a broad demographic of males and females aged 18-49, focusing on middle to high-income brackets.
Geography
The campaign was strategically spread across multiple Indian cities, including Kochi, Pune, Kolkata, Hyderabad, Mumbai, Bangalore, Noida, and Chandigarh, targeting prominent malls like Forum Mall in Kochi and Mall of Millennium in Pune.
How Did Hamleys Aim to Boost Brand Visibility by influencer marketing
Strategy Implementation:
- Influencer Partnerships: Hamleys collaborated with influencers across several regions to leverage their local followings and enhance regional reach. The influencers were selected based on their follower demographics and alignment with Hamley’s target audience.
- Focused Campaigns: The campaigns were conducted in phases at specific locations to maintain sustained interest and engagement. For instance:
- Campaign 1 in Kochi with 8 influencers.
- Campaign 2 in Pune with 4 influencers.
- Campaign 3 as a PAN India campaign with 8 influencers.
- Event Timing: Each campaign was strategically timed for durations ranging from 4 to 8 days, maximizing engagement during periods likely to see higher foot traffic in the malls.
What Strategies Did Hamleys Use to Identify and Engage Their Ideal Audience?
Hamleys, the renowned toy retailer, successfully implemented a multifaceted influencer marketing campaign across India to increase brand awareness and drive foot traffic to its stores. This initiative was carried out in three distinct phases, each tailored to leverage social media influencers’ reach and engagement capabilities to captivate the target audience. Here’s an exploration of the strategies Hamleys employed to identify and engage their ideal audience:
1. Target Audience Identification
Hamleys’ core audience primarily consists of families, particularly those with young children. The brand’s magical and interactive store experience appeals to both children and adults, making it a destination for family outings. To effectively reach this demographic, Hamleys needed to identify influencers who not only had significant reach but also resonated with families and young parents.
Demographic Alignment: Influencers who predominantly have young families or parents among their followers.
Content Relevance: Those who frequently post about family activities, children’s products, or educational content.
Engagement Rate: Influencers with high engagement rates, indicating active interaction with their audience.
2. Strategic Influencer Collaboration
Each phase of the campaign focused on a specific theme and store location, utilizing influencers who could best represent the brand’s values and appeal to the target demographic.
Phase 1: Forum Mall, Kochi
This phase celebrated the store launch, emphasizing the magical ambiance and toy selection. Influencers used were likely those who could generate excitement about new family destinations, appealing to local audiences in Kochi.
Phase 2: Mall of Millennium, Pune
Focused on promoting store offerings through vivid visit reels, which helped in visual storytelling and showcased the store as an attractive destination for families, catering to the Pune audience.
Phase 3: Multiple Locations Across India
Leveraged the festive season with a Halloween theme, engaging influencers who could create content that aligned with festive and family-friendly themes.
3. Content Strategy
The influencer content was designed to be engaging and relatable, effectively using visuals and narratives that resonate with the experiences families seek.
Store Experience Highlights: Influencers showcased the unique aspects of the Hamleys shopping experience, from the layout and décor to the interactive play areas and the range of products.
Event and Theme-Based Promotions: Special promotions like the Halloween-themed event were highlighted to draw in crowds looking for seasonal activities.
4. Performance Metrics and Optimization
Hamleys tracked key performance indicators (KPIs) such as total reach, views, engagements, and cost per view (CPV). These metrics helped in measuring the effectiveness of each influencer and the overall campaign.
By monitoring CPV, Hamleys ensured that the marketing spend was justified by the visibility and engagement it generated.
Positive comments and engagement metrics indicated how well the content resonated with the audience, guiding future influencer partnerships and content strategies.
Campaign Execution
Results
Total Reel Views: The campaign successfully garnered over 1.02 million reel views across all phases, significantly amplifying Hamleys’ online presence and highlighting its status as a premier destination for toys and children’s entertainment.
Engagement and Interaction: The campaign achieved more than 15,000 total engagements, with numerous positive comments that praised Hamleys for creating a magical shopping experience for both kids and adults. Such feedback reflects the campaign’s success in resonating emotionally with families.
Cost-Effectiveness: The average cost per view (CPV) stood at ₹0.43, showcasing the campaign’s cost efficiency in achieving high visibility and engagement rates among the target audience.
Phase 1 – Forum Mall, Kochi:
Total Reach and Views: Reached 856,000 individuals, with 378,000 views, emphasizing the excitement surrounding the store’s launch.
Engagement: Achieved over 6,000 total engagements, indicating strong audience interaction.
Influencer Reach: Influencers with a combined following of 311,000 helped in broadcasting the magical ambiance of Hamleys to a broad audience.
Phase 2 – Mall of Millennium, Pune:
Total Reach and Views: Reached over 1.1 million viewers, with 195,000 total views, highlighting the store’s offerings through engaging visit reels.
Engagement: Recorded about 2,700 engagements, indicating effective content resonance with the audience.
Influencer Reach: Managed with fewer influencers (total followers: 72,000), yet achieved the highest reach, illustrating the impact of well-chosen influencer partnerships.
Phase 3 – Multiple Locations Across India:
Total Reach and Views: The campaign reached 564,000 individuals, with 451,000 views, centered around Hamleys’ Halloween-themed decor.
Engagement: Secured 6,300 engagements, reflecting strong audience interest in seasonal and thematic promotions.
Influencer Reach: A strategic spread across multiple locations, with influencers having a combined following of 259,000, ensured widespread national coverage.
