Johnson's Cotton Touch launch Case Study


The Goal

The Strategy

We created a multi-tiered influencer marketing strategy, with content that communicated emotion, was highly engaging and educated audiences on what continues to make the brand the choice of generations of Moms. An always on long term influencer strategy for the last 2.5 years using KOL and influencers across all levels of the influencer landscape, created local and insight driven content to relate to a wide spectrum of Moms and caregivers.

The campaign focussed different stages of the marketing funnel. Through each stage we were able to amplify the products and guide customers through the marketing funnel, driving awareness & consideration.


Relevant KOLs (parents to be or new parents) from entertainment and sports to drive buzz, awareness amongst a larger set of audiences - pan India as well as specific regional markets . Mega, Macro and Regional celebrities played a specific role & created connect that connected with their audiences


The second phase of content was used for product consideration and credibility. Micro & Nano Mom Bloggers to give real and honest reviews and drive consideration with the digital mommy community. Brand loyalists helped reinforce the belief in the brand & its products. Other influencers addressed concerns of fence sitters and non-believers moms.

Who did we work with?

Our expertise lies in selecting the perfect fit of influencers for your campaign, driving the best content with optimum engagement. Hence we work with select influencers from across the pyramid of influencers and across several niches / verticals to deliver on your brief.

1 mega influencers

7 macro influencers

10 micro & nano influencers

the results

35 influencers reaching 20 Million people