Revolt Motors, a part of Rattan India, launched its latest electric motorcycles, the RV1 and RV1+, on September 17, 2024. Positioned in the commuter EV segment, the launch aimed to generate significant buzz and outreach. Entrusted with managing the event and its public relations, we expanded the strategy by integrating influencer marketing to amplify impact within a constrained budget.
The objectives were to maximize visibility, create widespread buzz, and drive immediate interest and registrations for the new models. However, the limited budget ruled out paid influencer partnerships, and it was challenging to secure participation from influencers and journalists nationwide for the Delhi launch.
To overcome these challenges, we implemented barter-based influencer marketing. Influencers were invited to cover the event in exchange for exclusive access to key moments, including interactions with dignitaries like Chief Guest Nitin Gadkari, Minister for Road Transport and Highways. This approach offered influencers creative freedom to produce content that aligned with their personal styles, resulting in authentic engagement.
Simultaneously, we conducted extensive media outreach, inviting journalists from mainline, financial, trade, and regional publications across India. The event was strategically designed with teasers, dynamic presentations, product reveals, and interactive experiences to build anticipation and deliver a memorable experience.
The launch achieved impressive results:
- Media Coverage: 109 stories across print and online platforms, including mainline, trade, and regional publications.
- Influencer Marketing: 107 content pieces, including Instagram reels, feed posts, stories, and YouTube videos, generating over 14.3 million engagements.
- Sales Impact: Registrations for the RV1 and RV1+ soared to 16,000 within the first week of the launch.
The campaign showcased the effectiveness of barter-based influencer marketing in driving high-impact results on a budget. Providing influencers with creative freedom ensured engaging, diverse content, while the combined efforts of journalists and influencers amplified the launch’s reach. Tangible results in media impressions and sales underscored the campaign’s success in meeting the brand’s objectives.
By blending PR and influencer marketing, this innovative approach delivered a high-impact launch, setting a new benchmark for campaigns in the electric vehicle industry.
To check the full coverage tracker, please click on the following button