Boddess’ debut campaign with internet celebrities reaches 18M users

Boddess, a multi-beauty and wellness platform received a stimulating response from the consumers with its debut brand campaign ‘I AM MANY’ launched recently. Conceptualized by Saatchi & Saatchi, the campaign featuring ‘brand ambassador’ Bhumi Pednekar was designed to convey the message of embracing one’s diverse personalities.

The ad campaign in its first phase was primarily distributed via digital advertising & OTT along with strong social media amplification & influencer-led activations. Boddess activated a host of Macro, Micro, and Nano influencers to drive conversations on #IAmMany, garnering 12 M impressions and 18.5 M overall reach.

The entire campaign generated an Earned Media Value of 6M with an engagement rate of 3.5% alongside customer applauds with the conversations it started.

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The debut campaign was aimed at broadening the reach and engaging with a newer set of audiences for the brand. It played a catalytic role in Boddess witnessing a 95% jump in news users. Additionally, a 22% uplift in Brand Searches within a fortnight of the campaign launch. The campaign also saw a 37% jump in revenue from the platform, led by app first communication.

Sharing her thoughts on the campaign’s success, Sutapa Chatterjee, General Manager – Marketing Boddess [House of Beauty] says, “Boddess is a beauty and wellness platform focused on bringing to the Indian consumers a curated range of homegrown and international brands coupled with an ease of decision making. The primary focus of the campaign was to build awareness and drive customer acquisition.

#IAmMany has certainly created a stronger connection with our audience overall resulting in a 95% uplift in new users. Moreover, a 15% growth in-app engagement, and a 33% revenue jump from our premium brand portfolio. We are very pleased with the performance so far and intend to extend the campaign further into phase-2 early next year.”

With its aim to celebrate different versions of oneself, the campaign constantly pushes back against society’s propensity to pigeonhole the world. All while delivering the message of ‘WHY BE ONE, WHEN YOU CAN BE MANY’.