Influencers are the way ahead for Shri Ram Hari Ram Jewellers’ social media plan

Social media demands equal attention for promotion, and expanding one’s reach depends on the collaborations a brand does. As part of their social media activity, Shri Ram Hari Ram Jewellers has collaborated with social media influencers and has been expanding their reach since almost two years of regular projects.

Speaking about it, Mehali Gupta, Director, Shri Ram Hari Ram Jewellers said, “These influencers are recognized due to their huge social media following. I feel that they are more realistic than the celebrities as they have a ‘next-door’ approach. So, whenever they promote something to their followers, it looks more authentic and people could easily relate to them.”

According to Meghali, any brand has a sizeable base of social media followers and whenever an activity is done, news reaches out mostly to that segment only. However, if a brand ties up with a social media celebrity with lakhs of followers, the reach automatically increases, ultimately helping the brand get exposed to new audience.

In one of these activities, Shri Ram Hari Ram Jewellers had collaborated with Devika Narain who is spearheading her form of mindful luxury and has brought sustainable Indian weddings to the forefront. In an industry where waste is a concerning byproduct, Devika has glorified the practice of green weddings through her creative ventures.

The jeweller has an in-house team that is responsible for planning the concept to identify and contact the social media influencers. After finalizing the name, the in-house team finalise the jewellery and location of the shoot. The brand has an in-house photographer who participates in the shoots and sometimes, also hires other professional photographers depending on the shooting requirement.

According to Megali, the collaborations are a win-win situation also for the influencers, who are also keen to get recognition from the jewellery brand’s follower base.

The social media followers of the brand, as well as the walk-ins, have increased over the years. The sales figure and conversion rates have also increased to a decent extent, which has encouraged the brand to collaborate with more influencers.

Written by Manoj Chakraborty

RJ Exclusive