Using Paid & Owned Media to scale Revathi Stores in the digital world
30M+ Views from Prospective Customers
from Influencers
CLIENT BRIEF
Revathi Stores is a large and diverse retail establishment offering a wide range of products, including furniture, gold, shoes, utensils, vegetables, electronic appliances, clothing for men, women, and kids, sarees, provisional items, and much more. Situated in Redhills, the store attracts customers from a 15-20 km radius due to its extensive product range and cost-effective pricing. This makes it a convenient shopping hub for people seeking variety and value in one location. Their reputation extends beyond Tamil Nadu, drawing in customers from parts of Andhra Pradesh, including Nellore and Tirupathi, who are attracted by the store’s diverse offerings. Recognizing the need to expand their reach, they sought to build a strong brand identity on social media platforms to connect with a larger audience and enhance their presence.
DELIVERABLES
To effectively showcase Revathi Stores’ vast product range, our Social Media Team developed two Instagram pages: One for the General product range and another specifically for Sarees and Jewelry. This approach allowed us to create content tailored to the store’s diverse offerings and categorize our audience based on interest.
Our Influencer Management team began shortlisting influencers across categories based on their audiences and the objectives aligned with their content.
Channels
STRATEGY
Content Strategy
Edit Style: The videos we created for their Social Media Platforms included fun, SFX, and pop-ups to make them more engaging. We also began displaying product prices within the videos, emphasizing the store’s cost-effectiveness to the audience.
Human Element: The general page video content was produced at their store location, having sales employees represent the brands & products available on display. By leveraging on their colloquial style of communication in regional languages, we were able to position the brand as approachable and friendly.
Models: The content produced for their Saree & Jewellery page featured models that wore their unique products. This approach helped position these products as elegant and aspirational.
Influencer Strategy
Small Influencers (20k to 50k followers): These influencers primarily created walkthrough content using their mobile phones, focusing on a product-centric approach. Understanding that their YouTube audience primarily consisted of individuals in lower-middle-class and middle-class segments, we had them create content focused on offers & affordability.
Large Influencers (300k to 600k followers): Known for their entertaining content, including daily vlogs and brand collaborations, these influencers have a broad, diverse audience. We collaborated with them to widen the reach of the brand without adopting direct endorsement.
Celebrity Endorsements: This group includes TV artists, movie stars, and other popular figures within the Tamil industry. We leveraged their face value during prime festivals to connect with their fan base, aiming to position Revathi Stores as an aspirational brand.
The content generated was split into multiple formats across long-format VLOGs, Short-Form (Instagram Reels & YouTube Shorts), and Stories. This was done in an attempt to target audiences across attention spans.
PERFORMANCE
Influencer marketing played a crucial role in boosting the brand’s popularity and visibility. By carefully crafting an Influencer mix, we reached audiences across categories and interests. Over a span of 1.5 years, we implemented periodic Influencer campaigns (during festive seasons) which enabled the brand to generate a cumulative viewership of 29245713 (approximately 30 million) across Influencers and formats on YouTube & Meta. Their content also witnessed significant engagement from potential customers in the form of product and location inquiries.
The content (Static & Video) created for their Social Media led to a noticeable increase in page following by 98.46% over 12 months. The reels also generated a significant increase in direct messages and comments from potential customers. This direct engagement translated into numerous customer conversions, as many inquiries were followed by actual purchases.
