AnyMind Group, a BPaaS company specializing in marketing, e-commerce, and digital transformation, announced it has successfully concluded an influencer marketing campaign for Blue Heaven’s new skincare-infused makeup range “&” utilizing its proprietary software AnyTag, Adgully reports.

The campaign for the homegrown mass-market cosmetics brand Blue Heaven aimed to promote the new “&” product line kicked off during the festive season in India (November 12, 2023) and ran for 45 days until the end of last year.

AnyMind Group strategically partnered with 8 leading Indian content creators – Shivangi Joshi, Tejaswi Prakash, Arnakshi Kashyap, Kareena Tekwani, Prerna, Megha, Jhanvi Bhatia, and Anushka Hazra. The influencers created content styles focused on Diwali, festive functions, and weddings, utilizing the popular “Get Ready With Me” (GRWM) video format on Instagram.

“We concentrated on using Instagram as a platform for this, as it provides a great opportunity for creating a visual impact and also helps consumers understand the product in detail,” says Rubeena Singh, AnyMind Group’s Country Manager for India & MENA.

The influencer campaign has proven highly successful, garnering a total reach of 4.68 million with over 8.1 million total video views. Blue Heaven’s brand page has also increased its follower count by 10,000.

“We are very glad with the outstanding performance of the influencer marketing campaign for Blue Heaven,” Singh states. “Festivals in India are a great time when people dress up and enjoy the vibes. Our key aim was to connect to the right target group and create awareness around the skincare-infused makeup range. The positive response and increased market awareness demonstrate the campaign’s success.”

Jayanti Choudhary, Head of Marketing at Esme Retail which owns Blue Heaven Cosmetics, has commented, “Celebrating the synergy between Blue Heaven and AnyTag for our premium skincare-infused makeup range ‘&’ has been truly rewarding. This strategic partnership empowered us to leverage the festive season in India, connecting with our ideal audience with precision.”

Choudhary credits Vridhi Verma, Deputy Marketing Manager for Social & Digital at Esme Retail, for her pivotal role in the conceptualization phase that brought the collaboration to fruition. “Not only did this collaboration elevate awareness of the ‘&’ range for Blue Heaven, but it also significantly contributed to our brand’s overarching growth strategy,” she points out.