A strategic multi-phase influencer campaign that redefined Bigbasket Now’s market position with Greenroom Now
Breaking Into A Crowded Quick-Commerce Market
Bigbasket Now entered the quick-commerce race as a latecomer, facing competitors who had already captured significant market share through aggressive marketing and early adoption. The challenge was clear: Bigbasket Now needed a sustainable and impactful strategy that would not only establish its presence but also resonate deeply with its target audience.
To establish Bigbasket Now as a strong contender, we devised a strategic, long-term influencer campaign that went beyond just flashy, short-lived content. By leveraging the power of popular influencers and tapping into digital trends, Greenroom Now’s campaign ideas transformed Bigbasket Now’s “Want Now, Get Now” feature into a household name, making it synonymous with 10-minute delivery.
Our Solution: A Strategic Long-Term Influencer Campaign
At Greenroom Now, we recognized that a one-off viral moment wouldn’t suffice; Bigbasket Now needed a consistent, phased approach. We curated a dynamic mix of content creators, bringing them together for creative brainstorming sessions that delved into trending topics and Gen Z interests. This collaborative process helped craft a phase-wise execution plan rooted in current trends and relatable moments. One of the key aspects of the strategy was allowing influencers to break free from conventional marketing constraints, such as rigid brand mentions and product placements. By giving creators more freedom, the campaign produced more engaging and authentic content that connected with the audience on a deeper level.
Creative Execution: Humor, Relatability & The 10-Minute Delivery Promise
The campaign leveraged humor and relatable life situations to highlight Bigbasket Now’s unique selling proposition: “Want Now, Get Now” with super-fast 10-minute delivery and a wide selection of products. Each campaign phase cleverly blended current trends, digital moments, and everyday scenarios to make the brand message both memorable and entertaining.
Popular comedy influencers like Kusha Kapila, Mallika Dua, Sumedh Shinde etc seamlessly integrated Bigbasket Now into their content, addressing common daily challenges with a comedic twist. This approach not only made the brand message stand out but also struck a chord with busy, convenience-driven customers.
Campaign Results: High Engagement And Record-Breaking Views
The campaign’s phased approach yielded impressive results across all stages:
Phase 1: Influencers like Kusha Kapila and Sumedh Shinde spearheaded the initial rollout, achieving outstanding results with their posts garnering 46.4 million and 61.8 million views, respectively.
Phase 2: The momentum continued as creators like Bong Guy and Danish Sait kept the conversation going, resulting in a total reach of over 4 million, with engagement rates consistently above 5%.
Phase 3: The final phase maintained strong engagement, highlighted by Kusha Kapila’s post, which alone amassed 17.2 million views and an engagement rate of 24.87%. Moreover, Danish Sait’s video on the theme of K-Drama had everyone talking about the brand. Even comics like Tanmay Bhatt couldn’t help but reshare it.
The Secret Sauce: Strategic Content And Timely Relevance
A major factor in the campaign’s success was the strategic selection of influencers whose content naturally aligned with Bigbasket Now’s target audience. By focusing on relevant, timely themes like ‘mango’ during summer-monsoon, ‘cricket essentials’ during World Cup, and ‘board games and stationeries’ for summer breaks, the brand was able to maintain high engagement and consistently tap into what was trending at the moment. The campaign generated over 170M+ views on Instagram, showcasing the power of well-executed influencer partnerships.
Conclusion: Setting A New Standard In Quick Commerce Marketing
The Bigbasket Now campaign stands out as a masterclass in influencer marketing, proving that a strategic, long-term approach can significantly elevate brand visibility, trust, and consumer loyalty. By leveraging popular influencers and aligning content with trending digital moments, Bigbasket Now successfully carved out a unique space in the competitive quick-commerce market. While the "Want Now Get Now" turned out to be a successful campaign, Greenroom is trying to uplift other categories under Bigbasket like organic farming. Collaborating with influencers like Silly Sensei to promote organically grown vegetables, reinforcing the brand's commitment to quality and sustainability. Moreover, Bigbasket recently had a marathon for which we at Greenroom curated a campaign encouraging people to participate. Promoting healthy habits like marathons with the help of top couple humor creators, we onboarded star influencer duo for the campaign Rohit Sukheja & Kanupriya Gupta. They even participated actively in the marathon.
As brands like Bigbasket continue to explore new ways to connect with audiences, tapping into cultural moments with creative campaigns is essential. So don’t miss out on your next big opportunity—connect with Greenroom Now for impactful influencer collaborations that drive results and make your brand the talk of the town!
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