Home >> Marketing >> Article

Did Bharti Singh turn her wedding into an influencer marketing opportunity?

05-December-2017
Font Size   16
Did Bharti Singh turn her wedding into an influencer marketing opportunity?

Comedienne and social media celebrity Bharti Singh turned her wedding into a reality influencer marketing campaign. Singh, who got married to Haarsh Limbachiyaa, is probably the first such influencer of her stature to partner with brands for a personal life event thus commercialising the wedding to an extent. The newly-weds extensively promoted a jewellery brand, wedding invitation card maker and retailer Big Bazaar on their social media channels.

Singh posted videos and photos in real-time as she prepared for her wedding like trying on clothes, jewellery, picking designs for her wedding invitation and shopping for her new home. Singh has upwards of one million followers on Instagram. The Instagram videos of Singh promoting Anmol Jewellers has 1,78,000 views while the video of her picking an invitation card design has close to three lakh views. According to sources, the wedding ceremony that was streamed live over social media platforms had around 5,000 viewers at any given point.

Digital marketers felt that Singh’s initiative to leverage her fan following for influencer marketing opens up new vistas. “This is the start of many such activities. Social media celebrities who have a significant following can leverage their reach for life events like weddings and other events to promote brands in the context of those events,” said Rajiv Dingra, Founder and CEO, WAT Consult.

Influencer marketing that involves celebrities is typically subtler. “In most cases, you see a seamless integration of the brand and celebrity. The brand integrations pop out in the case of Bharti because they don't seem like a straight fit,” felt Prashant Puri, CEO and co-founder, AdLift. Celebrities often thank costume designers for their award ceremony outfits but Singh has taken such a partnership up a notch.

Calling it a first of a kind, Mandeep Malhotra, founding-partner and CEO, The Social Street, said, “Such engagements are generally very niche in nature.” Singh has monetised her wedding thereby “Creating a new benchmark for herself,” said Malhotra.

Speaking about the execution of the wedding partnerships, Dingra said that the planning might have begun months in advance. Insiders also felt that Singh’s team initiated the partnerships and not the other way around.

In all likelihood, the partnerships that Singh entered into were on a barter basis and short-term in nature. “Designers do share their costumes in a barter arrangement for publicity but there is never any monetary transaction that takes place,” noted Puri. He added that alcohol brands frequently sponsor events for celebrities through a barter system.

Being a TV star who reaches out to audiences in Tier II and Tier III cities, makes Singh’s venture a trendsetter for celebrities in that band. “Brands that want to reach out to a wide audience can take this route,” said Puri. He further added that launching an influencer campaign in Tier II and Tier III cities offers higher return on investment because the cost per tweet would be lower than that of a celebrity who would reach a Tier I or a Tier I plus target audience.

“What Singh is doing is very interesting and we will see a lot more of that from influencers as time goes by,” said Dingra. Malhotra also felt that more such influencers will participate in similar campaigns.

By associating with multiple brands, Singh’s wedding has also been called a ‘sponsored’ wedding. Does the perception that it is a sponsored wedding affect the brands involved? “If it comes across as too gimmicky, it may affect the brand,” said Malhotra. He added that while he is not against brands associating with personal events, the entire campaign needs to be classy and should derive the premium-ness of the brand.

Big Bazaar Shaadi Shopping Assistant Campaign: https://social.bigbazaar.com/10155632618597787

Anmol Jewellers Video:


A post shared by Bharti Singh (@bharti.laughterqueen) on





Puneet Gupta Wedding Card Video:


A post shared by Bharti Singh (@bharti.laughterqueen) on

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

Colors Kannada, Asianet, SUN TV and Star Maa retained the lead positions in their respective markets, according to the Week 27 data released by BARC.

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

Your weekly news roundup, a summary of some of the stories to keep an eye on