Resonating Across Genres: How Sennheiser Amplified Its Reach in India's Influencer Marketing
Expand beyond Sennheiser’s core focus on sound and technology to identify influencers capable of creating engaging content.
Challenge
Expand beyond Sennheiser’s core focus on sound and technology to identify influencers capable of creating engaging content.
Insight
Influencer marketing is a dynamic field, and the industry is being shaped by a number of major trends. Live shopping has emerged as a game-changer, with influencers engaging viewers in real time to create interactive experiences that reach a wider audience and drive sales. Video content continues to dominate, leveraging its ease of consumption and consumer preference to captivate audiences effectively. Micro and nano influencers are on the rise, gaining prominence for their excellent engagement-to-follower ratio, authenticity, and high engagement rates. The potential to collaborate with various influencers who align with Sennheiser’s values and cater to the diverse interests of their target audience. This approach can help Sennheiser to establish meaningful connections with its audience and increase its brand’s relevance in the market.
Ideas
Despite sound and technology being Sennheiser’s primary focus, NEM Digital helped Sennheiser recognize the aspiration for influencer status in fashion, food, travel, and entertainment. The objective was to establish Sennheiser as the preferred audio solution for aspiring content creators across various genres.
Results
The final outcome surpassed expectations and was more successful than anticipated.
A. Reach: 4.5M+
B. Clicks: 5.5K+
C. Video Views: 5M+
D. Likes: 403K
E. Shares: 30K+
This approach, driven by NEM Digital, combining paid collaborations and barter deals, not only maximized reach but also enhanced authenticity and engagement. NEM’s strategic management of influencers across diverse genres undeniably solidified Sennheiser India as a formidable presence in the influencer marketing landscape
