Paragon Footwear is one the largest footwear brands in India, dominating the market for decades and manufacturing over 14 Cr pairs each year. For the occasion of Independence Day, the brand recently launched a social media campaign to amplify its celebrity video with Hrithik Roshan – We Touch Every Indian’s Feet.
The video highlights the key message of kindness and the quintessentially Indian tradition of touching feet – cleverly linking it to Paragon’s ability to ‘touch every Indian’s feet’. Since Paragon Footwear is available all over the country, the brand wanted to extend its message to the masses and garner attention to its video.
The challenge: Aligning with their message to touch every Indian’s feet
To ensure that Paragon Footwear could achieve its vision of reaching every Indian with its high-quality and durable footwear, we decided to focus on the brand’s core values using influencer marketing. The #WeTouchEveryIndiansFeet campaign was designed to reach audiences in every corner of the country.
The brand leveraged macro influencers from different states to spread their message and boost their reach. With the brief to showcase the impact of goodness, they gave influencers the creative freedom to shoot any kind of deed. The task was to ensure that the Paragon logo was present in every video to facilitate uniformity and brand recall.
Our approach: Finding the right influencers to spread the message
At Tenovia, we believed that identifying the right set of macro influencers was crucial for the success of this campaign. Since Paragon was keen to work with only a limited number of influencers who could help achieve virality, we prioritized factors such as a high follower count and engagement rate while selecting the influencers.
It was also important to ensure the influencers did not have any fake followers or indulged in leveraging engagement through comment bots and pods. For this campaign, creativity was pivotal to boosting overall performance. After thorough research, we shortlisted 10 influencers.
The execution: Prioritizing creative freedom and insight-driven planning
Once the influencers were shortlisted, each of them received a pair of footwear from the brand as per their choice. Each creator had the liberty to direct the video as they desired provided they highlighted the footwear from Paragon and used the logo prominently. Using the Instagram Reels feature, content creators made the campaign come alive through various deeds of kindness. Some donated shoes from Paragon, others fed stray animals, donated money, and explored many other scenarios that fit the bill.
This activity performed exceedingly well and encouraged further participation from their followers, allowing us to reach our goal in a very short time.
The results: Higher engagement and deeper impact
Using the above execution strategy, Paragon Footwear’s campaign was able to record impressive numbers in terms of reach and engagement.