Why Your Brand Needs a KFC x Crocs Moment đđ
Merito Newsletter #02 - Power Gummies collaborating with a skincare brand?!, Early trends for this festive season, Planning an influencer campaign, and much more!
Welcome to the 2nd Edition of The Merito Newsletter!
The Merito Newsletter gives you actionable inspiration from the most popular D2C brands in India, that you can apply to your own brand.Â
This week weâre talking about innovative collaborations between brands and content channels, as an alternative to influencer marketing.
Youâre probably looking out for influencers for your festive campaigns. But brands are increasing their influencer marketing budgets by almost 50% every festive season! This means influencer rates are going to get more and more expensive for your brand.
Do you remember the KFC x Crocs collab (click to read) back in 2020? A fast food chain collaborating with a footwear brand may sound weird but they sold out in just 30 minutes!
We bring you examples of such collaborations in our actionable inspiration this week!
If you find this useful, please share it with your network.
Collabs and Campaigns
1. Power Gummies x Lotus Botanicals Gift Pack
Gummies and skincare products are more complementary than one might think!
Power Gummies and Lotus Botanicals collaborated to launch a festive-themed âSkin Brightening Kitâ. đ
The best part about this collab is the strong customer proposition. They picked a specific theme (skin brightening) and added products from either brand to solve that problem, rather than just throwing random products together.
They also have slightly different audiences (fitness vs beauty), which makes it a win-win for either side.
For a young D2C brand, the best bet is probably finding a larger legacy player and pitching a similar idea to them.
2. Bombay Sweet Shopâs collaboration with Countertop
Bombay Sweet Shopâs x Countertop is the sweeeetest collaboration in this list!
They came together to curate a set of cocktails made by Countertopâs bartenders and Bombay Sweet Shopâs collection of sweets and chocolates. đ˛
What we liked most about this is that there was an offline angle to this collaboration. A lot of people will be out shopping, so maybe find an interesting collab in the largest mall in your city?
We think they could have taken this to the next level with a range of co-branded sweet mixers!
3. Titanâs Unusual Influencer Strategy
Titan reached out to influencers in niche categories such as food and art through their #FindYourJoy campaign.
While the conventional wisdom is to find an influencer who has the same audience as your brand, your product may actually be appealing to niche audiences as well.
The key is to find a generic but empathetic campaign theme, like #FindYourJoy. Whatâs also important is to organically fit your product into the influencerâs regular content.
If youâre a cosmetics brand, why not try a finfluencer like @anushkarathod98 to speak about a simple daily skincare routine? Or if youâre a fashion brand, why not try @aakanksha.monga to speak about your clothing range in different cities?
News that you can learn from
1. Kareena Kapoor teams up with Sugar Cosmetics' owner to sell Korean products
Kareena Kapoor Khan became a strategic investor of Quench Botanics.
Celebrities were usually brought on after a brand was established, but recently a lot of them are coming on in the 0-1 stage too. Further, for all the skincare brands out there - this is validation of the strong demand for Korean products!
2. The Festive Season is Off to a Strong Start!
Meeshoâs annual sale saw 120 Cr Customer Visits while Flipkartâs Big Billion Days recorded 140 Cr customer visits!
These early trends indicate that the festive season is truly going to live up to its expectations đ. Donât think itâs too late though, you can still prepare for Diwali and even Dussehra.
Get the Most Out of Merito
In this section, we tell you how to make better use of your Merito account. If youâd like a customized tour for your account, simply book a time here!
This week, weâre telling you ways to prioritise influencers and monitor that campaign using Merito.
Step 1: Choose Influencers in Your Best Performing Cities
Go to the âCustomer Loyalty by Cityâ report on Merito and find cities with high âNew Customersâ and âAverage Session Durationâ.
Step 2: Pick the Best Day of the Week to Go Live
Using the âDaily Website Sales Reportâ, find days of the week when you have a high number of sessions as well as orders. A launch on this day will help maximise engagement and conversion for this campaign!
Step 3: Monitor Campaign Performance
Use the âCampaigns from Shopify UTM Linksâ report in the âWebsite Performance Marketing Workspaceâ to see if that campaign is hitting its goals.
