“I AM MANY”, striking debut brand campaign of Boddess garnered stirring attention from the consumers.
Boddess is a multi-beauty and wellness e-commerce platform, one of the growing beauty tech retailers that started back in 2020.
The campaign features Bhumi Pednekar as the brand ambassador and was conceptualized by Saatchi & Saatchi. It was created to convey the notion of embracing one’s diverse personality.
The goal of this campaign was to increase the brand’s reach and engagement with a newer set of audiences.
Within a week of the campaign’s launch, Boddess had a 95% increase in new users and a 22% uplift in Brand Searches. It was also seen that a 37% rise in revenue from the platform as the campaign was led by app first communication.
In its first phase, the fresh and dynamic ad campaign was predominantly delivered through digital advertising and over-the-top (OTT) platforms, as well as significant social media amplification and influencer-led activations.
Boddess enlisted a host of Macro, Micro, and Nano influencers to drive conversations on #IAmMany, resulting in 12 million impressions and 18.5 million total reaches.
With a 3.5% engagement rate and customer applauds with the conversations it began, the total campaign achieved an Earned Media Value of 6 million.
Sutapa Chatterjee, General Manager – Marketing Boddess (House of Beauty) shared her thoughts on the campaign’s success, “Boddess is a beauty and wellness platform focused on bringing to the Indian consumers a curated range of homegrown and international brands coupled with an ease of decision making.”
The campaign’s main goal was to raise awareness and encourage new client acquisition.
According to her, #IAmMany has undoubtedly strengthened its connection with the audience, leading to a 95% increase in new users, a 15% increase in-app engagement, and a 33% increase in income from the premium brand portfolio.
She also added that they’re delighted with the performance so far and plan to continue the campaign into phase-2 early next year.
The campaign aims to celebrate diverse versions of oneself and constantly pushes back against society’s tendency to categorize the world while delivering the message, “WHY BE ONE WHEN YOU CAN BE MANY.”
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