NIC Ice Cream, known for its innovative and 100% vegetarian offerings, launched a targeted Navaratri campaign to highlight its Upvas-friendly ice creams. Since fasting is a significant aspect of Navaratri, the campaign aimed to position NIC Ice Cream as a delicious and permissible treat for those observing fasts.
To ensure authentic storytelling, nine micro-influencers were selected based on their affinity for Navaratri celebrations and fasting traditions. Each influencer created co-collab reels in Hinglish, making the content easily accessible to a wider audience. The campaign strategically showcased various ice cream flavors, cup, and tub sizes, reinforcing product discovery and brand visibility.
To maximize impact, the campaign was launched four days before Navaratri, ensuring early awareness and continued engagement during the fasting period. Influencers seamlessly integrated NIC Ice Cream into their content, highlighting its 100% vegetarian, preservative-free nature in a way that resonated with their audience.
The campaign successfully created positive sentiment around NIC Ice Cream’s Upvas-friendly range, sparking conversations and increasing brand engagement. The influencer-driven approach led to a strong recall, reinforcing NIC Ice Cream as a go-to festive indulgence for fasting individuals.
Performance Metrics
- Total Accounts Reached: 5,28,420
- Total Views: 6,14,654
- Interaction Rate: 7.36%
- Engagement Rate: 5.3%
- Follower Growth: Increased from 16.6k to 17.1k