Liven Up Your Bath With Your Choice of #Brew
#WhatsYourBrew for mCaffeine’s newly launched Naked & Raw Coffee Bathing Bars
By Rachit Juneja
Jan. 9, 2021
"Our aim with this campaign was to make our customers feel connected to their choice of Brew - Cappuccino, Espresso or Latte, and let it talk to them in order to capture its true ethos." - Vaishali Gupta, Head - Brand Marketing, mCaffeine
mCaffeine is a PETA Certified brand that has led the Caffeine Revolution within the Personal Care space in India. With caffeine at its heart, they are dedicated solely to the purpose of providing the most magical and tranquilizing experiences to their customers. Along with the vision of making Personal Care exciting and making the young, bold and aspiring ingredient - Caffeine part of our lifestyles, the brand believes in overall well-being and comfort with the best Skin Care & Hair Care designed for all - shattering all bounds of gender and colour.
mCaffeine’s latest and most exciting campaign - #WhatsYourBrew caught the eyes of all the coffee lovers within and around us. #WhatsYourBrew was launched to promote mCaffeine’s Naked & Raw Coffee Bathing Bars - India’s first Coffee Bean Shaped Bathing Bars in three caffeinated variants - Expresso, Cappuccino & Latte. We were as intrigued as you by this particular variant and the campaign that followed. We got in touch with Ms. Vaishali Gupta - Head of Brand Marketing, mCaffeine, to learn more about their campaign, and here’s what we found out:
On the Objective of the campaign:
“As millennials, each of us has their own unique preference when it comes to coffee. The three quintessential choices being - Espresso, Cappuccino & Latte. With #WhatsYourBrew, we wanted our customers to have the ability to choose a bathing bar in accordance with their Coffee preference, hence the name. In addition to that, the Naked & Raw Coffee Bathing Bars are made with pure coffee, with a pH 5.5, are skin friendly, and 100% vegan, thus promising to provide the best and most rejuvenating experiences to our customers, with the #Brews of their choice. Our aim with this campaign was to make our customers feel connected to their choice of Brew - Cappuccino, Espresso or Latte, and letting it talk to them in order to capture its true ethos.We wanted to establish #WhatsYourBrew as mCaffeine’s most personalised campaign.”
About Influencer Marketing for the campaign:
“We have a set structure when it comes to making a choice of influencers for our campaigns. We analyse how well influencers resonate with our brand, their personality, the kind of content they deliver, engagement rates, etc. Our motive for the choice of influencers for this particular campaign was that we wanted Key Opinion Leaders who were Coffee lovers and most importantly, influencers who could express their love for Coffee and thus choose their Brew type. Additionally, we worked with nano, micro and macro influencers. We have collaborated with more than 500 influencers for this particular campaign. Our main focus is to engage into conversations and interactions with our audience. Our brand conversation leads, reach and engagement with audiences wins the race for us. We aim to influence the sentiments and reactions of audiences through our campaigns.”
Thoughts on how to leverage the uniqueness of each of the influencers mCaffeine collaborates with:
“Each influencer has their own way of creating content and communicating with their audience, so we believe in allowing them their set of creative freedom. If we cause any sort of hindrance to that, their audiences will not be able to resonate with their content, which will be of no use to us either. In addition to that, we believe in giving influencers time to experience the product and understand its essence, in order to provide reliable and relatable feedback and to convey the actual ethos of the brand and product to consumers, rather than transactional collaborations. Lastly, we also allow the influencers we collaborate with, the freedom to choose what kind of products they would like to review, to match their personality, preferences and the aura of their communications.”
Journey through COVID 19:
As a digital only brand, our journey through COVID 19 has been relatively easier. As people have started spending time at home, their attention towards maintaining and enhancing Hygiene and Self Care has increased. Along with that, Caffeine, particularly Coffee, is a de-stressing ingredient for most us, served as the cherry on top. So, our digital space and presence, shift of attention towards Personal Care and Coffee, were the three factors that helped us grow exponentially. Moreover, during the phase of COVID 19, we made it a point to connect with our audiences, to create conversations and be there for them as a Personal Care brand.
On environmental friendly and sustainable packaging, the brand believes that there needs to be cumulative effort from the entire Beauty Industry, being one of the largest, to make a conscious choice to save the environment, and move towards more renewable and sustainable methods of packaging, as it is the need of the hour. Also, the best part is that consumers are also willing to make the conscious choice to move towards the same, so it's better for them to be aware of any such practices that brands are adopting, as it is a collaborative effort from both ends.
Caffeine infused products are common to a lot more brands in the Beauty Industry in today’s day and age. On how to maintain their presence as the best in the industry:
“We are India’s first Caffeinated Personal Care Brand. Our products are paraben free, mineral oil free, dermatologically tested, PETA certified, cruelty free - we as a brand have taken all the necessary steps to ensure that our products are 100% safe for our consumers. We are wholeheartedly committed and dedicated to Caffeine, which is how we have established our credibility since day 1. We believe that our product speaks for itself, and our testimonials pay heed to the same.”
On the parting note on of future plans for influencer marketing in this financial year:
“We wish to experiment with different sets of segments in terms of Key Opinion Leaders, Influencers, like comedians and stepping into industries like theatre. In addition to that, we will be focusing on Tier 2 and Tier 3 markets where mass premium brands are not heavily penetrated. Moreover, we would like to expand to newly emerging social media platforms and channels like Snapchat, Foxy, Roposo, etc., so as to reach prospective customers.”
Conclusively, as evident from Sheeko’s Activity Graph and Brandscore Ratings, mCaffeine has been very active on digital platforms in 2020, in terms of content associations and collaborations. Also, since the advent of their #WhatsYourBrew Campaign on 18th December 2020, there has been a considerable increase in their numbers.
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