Shazia Zafar from Chumbak shares insights on the model’s social media technique, the most recent model marketing campaign – #WithChumbak, influencer advertising and marketing, content material creation, and distribution blueprint, and extra.
In dialog with Shazia Zafar, Head – Advertising and marketing, Chumbak, we recount the methodology behind making a social media technique that strikes stability between being promotional with product integrations and being visually interesting with aesthetics and insights on the content material creation and distribution technique for the model.
#WithChumbak Ft. Sara Ali Khan
In January 2020, the model launched its first-ever celeb model marketing campaign #WithChumbak that includes Sara Ali Khan, showcasing what unfolds when she strikes right into a Chumbak dwelling and highlighting how viewers could make a house their very own with Chumbak equipment. The model movies are created by The Script Room, stills, and temper movies by Verrocchios Workways, with the media technique being dealt with by Wavemaker India.
Shazia mentions the preliminary part of cracking the idea concerned social listening and listening to what the customers and the group needed to say, how they perceived the model, what it meant to them, and what function it performed of their lives.
She says, “After many such conversations, we recognized a typical thread operating via which we have been capable of articulate via our tagline. “With Chumbak” is an easy, simply communicated concept that outlined who we’re and what we’d prefer to be- ‘a heat, witty, reliable, joyful, making each second matter’ model”.
The concept of the marketing campaign was to consolidate every shopper’s feeling in the direction of the model into one all-embracing communication that focuses on the model being part of every day life, whether or not it’s cozying up a snug spot with Chumbak decor equipment or establishing a spread of aesthetic dinnerware on the desk. This method stemmed from a discovering that Chumbak meant various things to totally different individuals.
“We needed the marketing campaign to consolidate and characterize a Chumbak lifestyle and therefore elevate the model from a product-driven to a lifestyle-driven communication design”.
This was additionally the temporary given to The Scriptroom and Verrichios Workways who then transformed it to the marketing campaign we see right now. Wavemaker was concerned in constructing and executing the media shopping for technique for the marketing campaign in accordance with the model’s viewers profile and platform method.
A number of conferences, jam periods, and a collaborative course of involving all of the companies and in-house groups resulted on this marketing campaign. Shazia provides that the marketing campaign has resonated nicely with the viewers and “ensuing engagement has been phenomenal”.
Content material Properties
Content material Properties have been an integral a part of the social media technique of the model. These properties have added a frequent and purposeful foundation to the distribution course of, enabling the model to create umbrella ideas that may be populated with constant items of labor.
From the preliminary days, which began as an India-inspired memento & equipment model until turning into a multi-category retailer with a considerable on-line presence, Chumbak has been steadily constructing these properties.
From ‘Conversations With Chumbak’, a video collection launched about 4 years in the past, until #StayOnTropic, the extension of #WithChumbak, and extra within the current day, the model has effectively created and tapped numerous content material properties to teach, inform, have interaction, or entertain the patron, together with constructing model consciousness and strengthening model credibility.
The properties allow the model to curate aesthetic feeds while sustaining the give attention to the merchandise. Shazia states that the important thing over-arching properties equivalent to Consuming In With Chumbak, Do Up Your Area With Chumbak, Trying Good With Chumbak encapsulate a lot of the product ranges.
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“These are ongoing items of communication we construct with our model mates (companions) & influencer group. The bigger umbrella of communication permits us to usher in a powerful life-style side with a softer give attention to merchandise”, she provides.
These properties additionally equip the model to take care of a constant editorial calendar and in addition helps in bringing in different facets equivalent to that includes buyer testimonials.
Creation & Distribution Technique
By way of the social channels, Chumbak has managed to take care of a stability between being promotional with product integrations and in addition being visually interesting by creating and curating a gorgeous and stylish feed.
Sharing a couple of insights on the outlook of making such a feed, Shazia says, “Our precept tenet to our social media (technique) has been – content material ought to be relatable, give inspiration and concepts to our group and construct model love”.
The method stays the identical, the model appears to be like at social media as a medium to attach with the model supporters and group. She provides, “We’ve not too long ago built-in user-generated content material as a key piece to nice outcomes”.
The model additionally plans to convey the group on the forefront of the communication design. Shazia additionally provides that options equivalent to shoppable tags on Instagram are capable of drive the standard, intentioned viewers to the web site, and require no separate or extra funding.
Influencer Advertising and marketing Technique
Content material from influencer companions and user-generated makes up for a considerable chunk of the posts we see within the Chumbak feed. The model additionally executes numerous influencer-integrated campaigns, the latest being the extension of #WithChumbak.
Sharing insights on the model’s influencer advertising and marketing technique, the model aims for executing these campaigns, the co-creation course of, and extra Shazia reckons that the model closely depends on influencer companions for content material creation.
“It retains the content material recent and interesting and secondly permits us to construct utilization & advocacy by showcasing the merchandise as they might be in a real-life setting”.
The model works with a choose group of 25-30 companions and has developed a eager relationship with the influencer group. One of many main aims of the collaborative course of is creating worth for each – the model’s and the influencer’s viewers.
She additionally mentions that the model was on the verge of launching a marketing campaign when the pandemic hit, so that they modified gears & centered on constructing engagement through significant on-line experiences with their group. Model companions, and influencers whom that they had beforehand labored with supplied content material that they have been unable to create.
Commenting on the method of choosing the companions, Shazia says, “It is very important know the quirk, preferences & strengths of every of our companions to maximise our relationship and the ensuing impression”. The temporary put collectively for every undertaking is mentioned and executed with companions who the model believes would benefit from the undertaking.
“The constructive suggestions and powerful engagement from our group allowed us to re-look at our typical method to social media with a recent, drift lens”, she provides.
Going ahead, Shazia states, “We’ll stay a digital-first model in terms of media platforms nonetheless we want to work with our group much more”. She provides that pictures & movies despatched in by the group are additionally extremely cherished and stay a big addition.
Through the years Chumbak has repositioned itself from a model for quirky merchandise to a life-style in itself, one which breathes spirit and openness.