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Brand Overview:
MYOP (Make Your Own Perfume) is India’s first experiential perfume bar specializing in customizable, high-quality fragrances. With roots in Calicut, Kerala—a city known for its rich history in international trade—MYOP uniquely blends traditional perfumery with modern personalization.
Campaign Objective:
Campaign Objective:
MYOP aimed to establish a strong hyperlocal presence in Wayanad, Chennai, Thrissur, and Mangalore,
focusing on increasing brand awareness and customer footfall. The challenge was to execute a cost-effective
influencer marketing strategy that maximized reach, engagement, and local relevance within a limited budget.
MYOP aimed to establish a strong hyperlocal presence in Wayanad, Chennai, Thrissur, and Mangalore, focusing on increasing brand awareness and customer footfall. The challenge was to execute a cost-effective influencer marketing strategy that maximized reach, engagement, and local relevance within a limited budget.
Strategy: Hyperlocal Influencer Marketing with Performance-Driven Execution
- Influencer Selection: We curated a mix of nano (1K-10K followers) and micro (10K-100K followers) influencers with strong community engagement and local trust in the target cities. Influencers were selected based on engagement rates, content authenticity, and alignment with the perfume/lifestyle category.
- Localized Storytelling: Influencers created highly personalized content showcasing MYOP's unique selling points: customization, premium ingredients, and long-lasting perfumes designed for Indian weather.
- Content Deployment: Content was strategically published through Instagram Reels, Stories, and collaborative posts, focusing on organic reach and audience-driven storytelling.
- Budget Optimization: The campaign prioritized influencers with proven organic traction, reducing reliance on paid promotions and maximizing cost-efficiency.
- Performance Tracking: Engagement metrics, including views, comments, shares, and swipe-ups, were closely monitored. A competitive Cost Per View (CPV) of ₹0.15 was achieved, exceeding typical industry benchmarks.
Key Results:
- Deep hyperlocal brand penetration.
- High organic engagement and content shares.
- CPV of ₹0.15, delivering strong ROI.
- Increased store inquiries and local customer footfall.