B K Saraf Jewellers’ influencer marketing campaign wins over customers with its regional flavour

An Instagram reel, which shows the influencer speak about her aspirations of owning the region’s traditional jewellery during the festive season, reached the right audience that has the purchasing power but hesitates to buy

Lucknow: Making the most of influencer marketing for customer engagement, B K Saraf Jewellers, Lucknow, reached the right audience that has the purchasing power but hesitates to buy, via a collaboration with social media influencer @thesaubhagyadixit during the festive season.

The brand launched an influencer campaign video to bring out the local essence of the jewellery shopping aspirations of women before and during Dhanteras. The monologue in the reel, in a chaste Lucknowi accent, ends with the influencer visiting the brand’s store to buy her favourite jewellery. It also shows the influencer preferring traditional jewellery to lightweight ranges, an indicator of how keen rural consumers still are on traditional gold and diamond jewellery.

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A post shared by Saubhagya Dixit (@thesaubhagyadixit)

Having regional influencers for the campaign worked better for the brand as they wanted to reach the right target group of local followers. Amol Bansal, Director, B. K. Saraf Jewellers, said, “Choosing regional influencers because of the way they can connect with our local followers helped us market ourselves differently from our competition. We needed to have some new and unique content. With her typical Lucknowi accent, the influencer in the video was able to depict how people perceive gold in this part of the country.”

The brand also tied up with other local influencers in the recent past and benefited from increased visibility through reels and campaigns. Though they relied on a Lucknowi accent for the latest campaign, Bansal is quick to point out that all customers are equal for the brand and the business, irrespective of their caste, creed and religion.

“The reel focuses on the rural jewellery demand and preferences when it comes to designs. Influencers nowadays have a standard and albeit monotonous approach of entering the jewellery store and making the reel. We don’t want to be counted in the crowd. People generally perceive fine jewellery as a form of sophistication and luxury. We wanted to reach out to women who have the purchasing power but are reluctant to buy. Hence, the reel has helped connect with this thought process of the local consumers,” explained Bansal.

The campaign got people talking about the brand with more product enquiries and greater customer engagement on social media. The demographic targeting by the jeweller has been crucial in communicating correctly to the right consumer.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive