The #RewindWithClassmate campaign faced several challenges, primarily the underperformance of its influencer campaign, which generated fewer-than-expected sales (13 orders) despite good engagement. Additionally, there was a noticeable regional disparity, with most orders coming from South India, indicating an uneven geographical response. Content performance also varied, with some formats not driving traffic and engagement as effectively as others. Moreover, ensuring the campaign struck the right emotional chord while being widely shareable was crucial for maximizing impact.
The Solution
To address these challenges, the campaign optimized its influencer selection strategy, ensuring that influencers aligned more closely with the brand’s target audience for better conversions. Unique coupon codes were introduced to measure influencer effectiveness more accurately. Recognizing the regional interest disparity, future campaigns will leverage regional influencers and localized content to drive higher engagement across different demographics. A data-driven content strategy was implemented, analyzing performance metrics to identify high-performing content formats, with carousel creatives emerging as the most effective for awareness and reach. Additionally, the campaign leveraged music as an engagement tool, introducing the Rewind by Classmate anthem on Instagram Originals, enhancing emotional resonance and encouraging user participation.
The Result
The campaign delivered remarkable results, achieving a total reach of 38.2 million, 53.9 million impressions, and 35.4 million video views. Engagement soared, with 4.43 million
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