Duroflex sales in small towns grew thanks to the power of local influencers: Mathew Chandy
At the recent e4m Influencer Marketing Conference, Mathew Chandy, Managing Director of Duroflex Pvt Ltd, explained to Nawal Ahuja, Co-Founder and Director of exchange4media how Duroflex has built its product line through the power of influencers.
Speaking of Duroflex’s big shift towards influencer marketing, Chandy said the Covid-19 pandemic has forced them to look beyond traditional marketing channels.
“Before the pandemic, we were a bit traditional in the way we did brand marketing. However, in this pandemic we had to take risks because no one was watching TV and there were no movie releases; nor could we do brand ambassador campaigns. I would say we had to try influencers but I think that’s one of the best things that ever happened to us, ”Chandy said.
“Rather than selling mattresses, we went on digital channels and talked about sleep and how free sleep is and one of the best immunity boosters. Fortunately, we have found some great partners to bring this story to us. It’s not only that marketing has become more interesting and interactive, but it has also had a positive impact on the business. Once we got a taste of how interesting influencer marketing was, there was no going back, ”he added.
Chandy shared that one of her favorite influencer campaigns was with Luke Coutinho, the world-renowned holistic lifestyle coach. “While we have always believed that a good mattress is crucial for sleep, this pandemic has given us the opportunity to talk about it and we have found that people are listening and are much more receptive to this message than they are. never have. “
“One of my favorite campaigns was ‘Sounds of Sleep’, a unique digital music series aimed at reviving, celebrating and recreating India’s rich tradition of regional lullabies in an effort to foster a healthy pre-sleep routine. We chose regional influencers for this campaign and it was an amazing experience, ”said Chandy.
When asked about other areas of interest in regards to marketing efforts, Chandy said the brand has decided to stick with influencer marketing for now.
“The video, the vernacular and the voice are here to stay and it has worked really well for us. Our sales in small towns have increased dramatically due to the power of local influencers and local campaigns. “
Speaking about Bollywood actor Alia Bhatt and how she fits into the brand’s philosophy when digital influencers run effective campaigns for less, Chandy said, “We thought we needed to ‘a national face and we wanted a young, dynamic and fearless person to carry this message nationwide. Alia Bhatt has all of these qualities and represents the new India, what we want to be. So both have their place in brand philosophy.One gives you a bigger audience and the other gives you a deeper connection with the audience and I think marketers need to use both at the right time.
Chandy also spoke about Duroflex’s online brand, Sleepyhead, which introduced the “mattress in a box” concept to India. According to Chandy, it was a digital native brand and had seen phenomenal growth over the past two years.
“It’s a young and quirky brand that has no rules. This is for a younger audience between the ages of 18 and 35, who have just entered the workforce.
Sharing his main knowledge in influencer marketing, Chandy highlighted two aspects; one – “don’t avoid making mistakes, because mistakes aren’t that costly”, and second – “put effort into choosing the right influencers who resonate with your brand”.
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