Annual Influencers’ Summit

Masoom Minawala is a 25-year-old Instagrammer with more than 2, 00,000 followers on the photo-sharing
platform. What that translates to is anything between Rs. 40,000 and Rs. 60,000 for a single post featuring a
fashion brand, say a Jimmy Choo or a Dior.

~ Jan. 16, 2018 (The Economic Times)

Premise
The findings of an exhaustive survey conducted by Zefmo, a leading and rapidly growing influencer marketing
platform, have indicated that top marketers are of the opinion that consumers are more likely to make a
purchase decision based on influencers because of the authenticity and affinity elements. In 2018, 92% of
marketers are expected to turn to influencer marketing campaigns, as per the survey.

However, there are very few avenues for influencers, brands and audience to come in contact with each other
and strike conversations barring the exception of a Youtube Fanfest, which again is limited to entertainment
and performing arts.

Idea
The motive is to create a platform wherein macro (> 50,000 followers) and micro influencers (10 – 50,000
followers) can come in and engage with their followers at a direct level while brands mediate and leverage
the interaction.

TG
Urban. 18 – 24 (Young Adults) + 24 – 30. SEC – A1, A2 and B1.

Note:

Primary audience for this venture would be the “millenials”. Latest Statista numbers indicate 227 mn social
media users in India (with a predicted figure of 371 mn for year ’22). Out of this basket, 59 mn are on the
Instagram which has seen a stupendous growth in the past few years. A Nielsen report titled “Indians on
Instagram” highlights the fact that more than 90% of local instagrammers are less than 30 years old, mobile –
first users and have a high spending power. Also, the report informs over 50% of Indian instagrammers have
frequently purchased products and services from the brands/influencer recommendations.

Verticals to be engaged (Potential Advertisers/Sponsors)

Consoft. Luxury. Retail. Retail Healthcare. Travel & Tourism. Auto. E-commerce. Telecom.

Media Extension
Integrated marketing across Print, Radio, Digital and OOH can happen for this.
Eg.
 Print campaign can feature on Times Life, TIMS and ET Panache (depending on genres)
 Ishq (104.8 FM) can be used as a voice campaign for young influencers

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Pan – India Presence/Scalability
The platform inherently speaks to the entire nation irrespective of community barriers, hence it can be easily
scaled up across cities. Mumbai, Gurgaon, Bangalore and Hyderabad could be potential legs.

Features
 Masterclass
o Conducted by various influencers (could be on themes such as clean eating, light travel, DIY
fashion etc.)
 Photography exhibitions (The Physical Instagram)
o On-ground stalls featuring photographs taken by budding influencers, can act as a centre to
build followers (also could serve as a brand activation centre)
 Live Performances
o Indie/alternative music performances (Youtubers, folk bands etc.)
o Stand-up

References
 https://economictimes.indiatimes.com/tech/software/how-instagram-is-driving-fashion-
business/articleshow/62771925.cms
 https://motherboard.vice.com/en_us/article/qvxe8b/how-to-buy-a-piece-of-indias-burgeoning-instagram-
economy
 https://www.livemint.com/Opinion/SiLjv51y8EumSy41nFXkdN/The-march-of-influencer-marketing.html
 http://lighthouseinsights.in/nielsen-indian-instagram-report.html/
 https://blog.zefmo.com/wp-content/uploads/2018/01/India_Influence_Report_2018.pdf
 https://www.statista.com/search/?q=social+media+users+India

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