Sunrise Food Pvt. Ltd.
Food & Spices (Masalas) / Multi-phase campaigns, 2021
Sunrise wanted to build brand awareness, lift social media engagement and send more people to its official YouTube channel, across West Bengal, Assam, Jharkhand and Bihar, around key calendar moments like International Women's Day and Mother's Day.
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01Make Sunrise Masalas more visible and more talked about among home cooks, grow engagement on social media, and turn that attention into views on the brand's YouTube cooking content.
- Ran International Women's Day (#choosetochallenge) for women aged 22+ in Kolkata and West Bengal over 16+ days (8 to 24 April 2021), with Nano, Micro and Macro influencers creating unboxing reels, product posts, recipe videos and challenge conclusions that led viewers to YouTube.
- Ran a Mother's Day campaign with 13 influencers (11 micro and 2 macro) that invited millennials and Gen Y to cook for the women in their lives with Sunrise products, using reels, static posts, Facebook posts and stories.
- Maintained a creator database of Nano, Micro and Macro influencers across Instagram and YouTube, mapped to West Bengal, Assam, Jharkhand and Bihar, so each new campaign could start with the right regional voices.
03Sunrise grew its reach and engagement through creator-led content, with the Women's Day campaign delivering 7,905 clicks to YouTube and the Mother's Day campaign earning 27,775 engagements, most of them from micro-influencers. Next phase (planned): YouTube video ads for two brand TVCs, a food-blogger programme with 10 YouTube creators in Assam, and a 15-creator Sunrise Kitchen Playlist campaign.
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