Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
In this comprehensive Biryani by Kilo case study, learn how strategic influencer marketing can successfully drive brand visibility across tier-3 and tier-4 cities and reach 2.15 million people. #BiryaniByKilo #BBKDeal
Campaign Snapshot
Client: Biryani by Kilo
Industry: Food & Restaurant
Campaign Focus: Awareness
Markets Targeted: Tier-3 & Tier-4 Cities in India
Content Type: Barter, Product Demos
Biryani By Kilo has partnered with the Earnly influencer marketing platform to enhance its presence in Tier-3 and Tier-4 cities, showcasing the brand’s authentic dum-cooked biryani experience. The campaign features a diverse mix of high-performing regional creators and relatable food-driven content, inspiring local audiences to explore the brand’s menu. As a result, it achieved high engagement, strong brand visibility, and reached over 2.15 million people across emerging markets.
Performance Overview
2.15 Million People reached across Tier-3 & Tier-4 markets
Higher than the typical industry average of ~1%
619% higher reach growth than projected
The Challenge
Biryani By Kilo is a popular brand in the Indian food industry, delivering fresh Dum-Cooked Handi Biryanis. They are widely recognized in 29+ top-tier cities across the country, and are now looking to strengthen their presence in Tier-3 and Tier-4 cities. However, expanding into towns, smaller cities, and emerging markets requires a different marketing strategy.
For this project, the challenges are:
- Build trust and familiarity with local audiences
- Promote Biryani by Kilo’s new menu of both veg and non-veg offerings
- Showcase the authentic cooking style and taste experience
- Increase digital visibility in smaller but highly engaged markets
Here, traditional advertising alone wouldn’t create the same impact. Therefore, Biryani by Kilo thought of strategic influencer marketing campaigns to deliver the brand’s authentic dum-cooked biryani experience.
The Goal
The campaign goal was to promote Biryani By Kilo as a go-to food brand for authentic Biryani, melt-in-your-mouth Kababs, Phirni & much more in emerging tier-3 and tier-4 markets.
Key menu items highlighted included:
- Veg Biryani
- Non-Veg Biryani
- Veg Kebabs
- Non-Veg Kebabs
- Phirni (traditional dessert)
The broader goals were to:
- Increase brand visibility in Tier-3 and Tier-4 markets
- Drive reach of 300000 visits through influencer campaigns
- Generate relatable content that resonates with local audiences and inspires them to explore the brand’s menu
- Inspire audiences to try Biryani By Kilo’s food
The Strategy
Instead of relying only on large food creators, we adopted a multi-layer influencer strategy designed to maximize reach, visibility, and engagement. The strategy focused on:
1. Hyper-Local Creator Partnerships
We strategically selected creators from different regional markets to ensure the content felt authentic and relatable, and also resonated with local food lovers and families.
These influencers already had strong connections with their audience, making their recommendations more trustworthy.
2. Food-Focused Storytelling
Influencers shared their authentic experience of enjoying Biryani By Kilo, highlighting the taste, packaging, and freshly prepared biryani. The major points include:
- The aroma of freshly prepared dum biryani
- Traditional handi packaging
- Flavorful kebabs and sides
- The indulgent phirni dessert
Instead of promotional messaging, the content focused on genuine reactions and authentic food experiences.
3. Influencer Pyramid Approach
To ensure the campaign delivered both strong reach and meaningful engagement, we selected a diverse mix of creators across the full influencer pyramid. This balanced approach allowed us to combine authentic recommendations with large-scale visibility, helping the brand connect with diverse audience segments across emerging markets.
Nano Creators
Highly trusted voices with niche local audiences played a crucial role in building trust. Their highly relatable content helped introduce Biryani By Kilo to regional audiences in an authentic and credible way.
Premium Nano Creators
Small but highly active audiences that helped us generate high engagement rates while maintaining authenticity.
Micro Creators
Micro influencers helped scale the campaign by consistently generating engagement and sparking discussions around the food experience and menu offerings.
Macro Creators
With their larger audiences, macro creators amplified the campaign’s visibility and significantly expanded the overall reach.
Additionally, mom influencers and food creators were strategically included to make the content more relatable for families and everyday food lovers, further strengthening the campaign’s appeal across regional audiences.
Who Did We Work With?
Earnly.in specializes in identifying and partnering with the most relevant influencers to create engaging, high-quality content that resonates with regional audiences. For the Biryani By Kilo campaign, we collaborated with a mix of nano, micro, and macro creators to showcase the brand’s authentic dum-cooked biryani experience and highlight its popular menu offerings.
The campaign generated a strong library of food content that showcased Biryani By Kilo in an authentic and visually appealing way.
Creators shared:
- Biryani unboxing moments
- Taste reactions
- Family food experiences
- Recommendations for biryani lovers
These videos helped bring the brand’s food experience to life, making audiences feel like they were part of the moment.
The Results
32
Total Influencers
2.15M
Audience Reach
1.10%
Engagement Rate
619%
Reach Growth
1. Audience Reach
The Biryani By Kilo influencer campaign achieved exceptional audience reach, with 2,156,843 people exposed to the brand’s messaging through 32 creators. The reach was driven by a strategic mix of nano, premium nano, micro, and macro influencers, whose regional audiences across Tier-3 and Tier-4 cities helped significantly amplify the campaign’s visibility.
2. Engagement Metrics
The campaign delivered a strong engagement rate (ER) of 1.10%, slightly exceeding the industry benchmark of around 1%. This performance reflects the campaign’s ability to generate meaningful interaction and interest among regional audiences.
3. Views & Impressions
The campaign significantly outperformed expectations, reaching 2,156,843 people, surpassing the initial projection of 300,000 reach.
This represents a 619% increase over the projected reach, highlighting the powerful impact of combining regional creators with a multi-tier influencer strategy. The campaign’s strong visibility helped establish Biryani By Kilo as a recognizable food brand across several emerging cities.
Our Top Performing Creators
Key Takeaway
This Biryani By Kilo influencer marketing case study strongly demonstrated how a well-planned creator strategy can successfully drive brand awareness and engagement in tier-3 and tier-4 food markets. By combining authentic storytelling with regional influencers, the Biryani By Kilo campaign achieved strong visibility and audience interaction.
- Regional Influencers Drive Stronger Trust: Creators from Tier-3 and Tier-4 markets helped build credibility for the brand among local audiences. Their relatable content made the Biryani By Kilo experience feel authentic and trustworthy.
- A Multi-Tier Influencer Strategy Maximizes Impact: By collaborating with nano, premium nano, micro, and macro influencers, the campaign balanced high engagement with large-scale reach, allowing the brand to connect with diverse audience segments.
- Food Storytelling Creates Higher Engagement: Content focused on the experience of enjoying dum-cooked biryani, kebabs, and phirni performed well because it highlighted genuine reactions and real food moments rather than promotional messaging.
- Localized Campaigns Delivered Massive Reach: The campaign exceeded expectations, achieving 619% more reach than projected, proving that influencer-led campaigns can significantly amplify visibility in emerging markets.
- Creator Content Strengthens Brand Discovery: The combination of food influencers and mom creators helped introduce Biryani By Kilo to new audiences and position the brand as a must-try destination across multiple cities.
Also read: Burger Singh Case Study
