Campaign Snapshot

Client: Johnson’s Baby

Industry: Baby Care, Personal Care, FMGC

Campaign Focus: Brand Awareness, Engagement, and UGC Generation

Markets Targeted: Pan India (Regional + Vernacular)

Platforms: Instagram & Youtube

Assets Created: 26000+

Content Type: Creator-led Instagram Reels, YouTube integrations, product reviews, and educational parenting UGC

In a category driven by trust and emotional connection, Johnson’s Baby collaborated with Earnly to launch a comprehensive Influencer marketing campaign to promote its newly introduced baby products across India. This initiative focused on elevating brand awareness and establishing a strong connection through mom-led influencer marketing.

The campaign effectively leveraged social media channels, specifically Instagram and YouTube, creating over 26,000 video assets that showcased authentic experiences from real mothers. These videos incorporated product comparisons, regional narratives, and relatable parenting content, all designed with compelling calls-to-action.

As a result, Johnson’s Baby was successfully positioned as a trustworthy, protective brand in the baby care segment, and the campaign evolved into a high-impact, community-led growth engine, delivering over 162 million in reach and driving millions of meaningful interactions.

Performance Overview

162M+ Views Generated Across Campaigns on Instagram & YouTube

1.9X Higher Engagement Than Industry Benchmark (~3%)

Achieved 1,811% Higher Views Than Projected (8.5M expected)

The Challenge

For decades, Johnson’s Baby has been recognized as a trusted name in baby care, known for its gentle, safe, and effective products for infants and toddlers. However, as the competitive landscape in India grows more intense, the needs and preferences of new parents are changing. The challenge now is not just to establish its long-term commitment to quality, but also to effectively counter the rising competition from several national and international brands. The challenges are:

• Repositioning the brand in a highly competitive baby care market
• Building trust among modern, ingredient-conscious parents
• Increase awareness for key products like soap, lotion, and body wash
• Scale content while maintaining authenticity
• Drive consistent engagement across Instagram and YouTube

The Goal

Johnson’s Baby aimed to strengthen market positioning by promoting its core product range, including baby soap, body wash, and lotion, and educating parents about safe, reliable solutions that support a child’s health and well-being. The brand objective was to increase product consideration among new parents.

The Strategy

Phase 1: Foundation & Awareness (2023)

The focus was on creating a strong brand recall using high-impact visibility tactics.

Key Initiatives:

• Pre-buzz campaigns
• TV amplification
• Celebrity reposting
• Ad contests
• Barter-based influencer kits

Phase 2: Scale with Nano Influencers (2024)

The campaign pivoted to community-led growth by onboarding thousands of nano mom influencers across Instagram and YouTube.

Content Themes:

• Massage Day routines
• Summer skincare tips
• ‘Protection from Day 1’ storytelling
• GRWM (Get Ready With Me) for babies
• Spa day experiences

Phase 3: Mass Scale & Engagement Optimization (2025)

The strategy doubled down on scale while experimenting with interactive and commerce-driven content formats.

Key Themes:

• Festival-led campaigns
• Baby product hauls
• Pre-live educational webinars
• Live vs Reel engagement experiments

Amazing Influencers And Creators Involved

We strategically partnered with a diverse network of mom creators and parenting influencers to bring the Johnson’s Baby story to life through authentic, relatable content. Our collaboration included nano creators with highly engaged communities as well as macro influencers who have a broader reach. This approach not only increased product awareness but also strengthened the connection with parents, positioning Johnson’s Baby as a trusted brand in their baby care journey.

Overall Campaign Results (2023–2025)

• The campaign achieved 162M+ reach, surpassing the target of 8.5M by 1,811%, highlighting the impact of a well-executed mom influencer strategy at scale.
• With a 5.8% engagement rate and over 6.1M interactions, the campaign substantially outperformed the industry average of ~3%, reflecting strong audience resonance.

Some of the influencers’ content

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A post shared by Arpita Banerjee (@insideoutarpita)

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A post shared by MOM & ALI (@mom_and_ali)

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A post shared by Avyan Aditi Jain (@little_avy)

Key Takeaway

This Johnson’s Baby case study demonstrates how a well-executed influencer strategy, when combined with the right influencer mix and authentic storytelling, can help brands rebuild trust and stay relevant among today’s discerning parents. By enabling real mothers to share real experiences, the brand reclaimed its narrative and achieved over 162 million views, with engagement rates up to 93% higher than the industry benchmark.

• The Nano Creators Advantage: While Macro influencers provided visibility, Nano-influencers drove trust. Their ‘word-of-mouth’ style content made Johnson’s Baby products feel like a community recommendation rather than a corporate ad.
• Trust + Authenticity: Real experiences from mothers helped establish credibility and brand trust. Even at scale, authentic storytelling and genuine product reviews, along with before-and-after uses, maintained strong engagement levels.
• Behavioral Swaps: Content that suggested direct alternatives, for example, using Johnson’s Baby Oil instead of traditional mustard oil, was highly effective in modernizing traditional parenting practices.
• Regional Dominance: Strategic use of vernacular mother creators enabled the Johnson’s Baby brand to penetrate Tier 2 and Tier 3 markets, gaining strong reach in non-metro areas.
• Quantity + Quality: By 2025, the Johnson’s Baby campaign aimed to increase its ‘Content Assets’ by creating a library of 26,000 content pieces, ensuring that the brand stays ‘top-of-mind’ for parents.

Also read: Gayor Essentials Case Study

Image Gallery

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

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

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A post shared by Komal Bhagat (@komal.kumari1234)

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A post shared by Shruti Sinha (@dhanvika_mumma)

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A post shared by Ritu Goyal | Food Blogger| Travel | Lifestyle blogger (@noidafoodiemoodie)

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A post shared by Manya Kaur (@manyakauroberoi)

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A post shared by Priyanka Mishra (@glam_your_look)

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

Campaign Highlights

Reached 488K Unique Users

116% Engagement Growth

146% Campaign Reach Boost

The Challenge

Burger Singh, the largest Made-in-India burger chain with over 175 outlets nationwide, was about to launch a new outlet in Bangalore and needed to create a buzz to attract local foot traffic. For this project, the primary objective was to build awareness and excitement around the outlet, ensuring that the launch reached a wide audience and generated footfall among the city’s diverse food lovers.

The Goal

The goal of the campaign was to drive awareness and promote the opening of the new Burger Singh outlet by leveraging influencer marketing. By organizing creator visits and fostering genuine connections with a range of nano and micro influencers, the aim was to create a buzz and encourage both online and offline engagement.

The Strategy

We tailored our approach to deliver content that would emotionally resonate with the target audience while effectively communicating the brand’s key messages, including highlighting the new outlet, its diverse offerings, and the unique dining experience. The focus was on achieving high engagement rates, encouraging visits to the new location, and spreading awareness among the city’s food lovers.

1. Awareness & Buzz Creation

• We partnered with a mix of lifestyle and food influencers who could authentically showcase the Burger Singh experience.
• By including influencers from various tiers, nano, micro, and macro, we ensured a balanced strategy that reached different audience segments and fostered deep connections.
• Influencers created content that was engaging, fun, and informative, generating excitement around the outlet’s offerings and locations.

2. Leveraging Local Influencers

• Regional influencers were crucial in amplifying the campaign’s message within Bangalore. This helps us drive awareness among locals who would be most likely to visit the new Burger Singh outlet.
• The creators played a vital role in bridging the gap between the brand and the audience, building trust and credibility while encouraging real-time engagement.

Who Did We Work With?

Earnly specializes in identifying the right influencers to create high-quality, engaging content for Burger Singh’s new outlet launch. By collaborating with relevant creators across the influencer pyramid, we drive outlet visits, generate strong local awareness, and encourage audiences to experience the new store firsthand.

The Results

1. Audience Reach

The Burger Singh’s influencer campaign achieved impressive audience reach, with 488,000 people exposed to the brand’s messaging through 20 creators. The reach was driven by a strategic combination of nano, micro, and macro influencers, whose locally relevant followers in the Bangalore market helped amplify the campaign’s visibility. The diverse mix of creators played a key role in achieving record-breaking awareness for the new Burger Singh outlet, positioning it as a go-to destination for local food enthusiasts right from the outset.

2. Engagement Metrics

The campaign delivered an impressive engagement rate (ER) of 2.16%, more than double the industry average of 1%. This 116% increase over the expected ER highlights the campaign’s ability to foster strong interaction and interest from the target audience.

3. Views & Impressions

The campaign significantly outperformed expectations, reaching 486,107 people, far surpassing the initial goal of 200,000. This marks a 146% growth over the anticipated reach, highlighting the extensive visibility the campaign gained.

Our Top Performing Creators

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A post shared by Deepaboli Roy || Food|| Travel (@deepaboliroy)

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A post shared by Geetansh | Bangalore blogger (@geetansh.mamtani)

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A post shared by Avishek Bhagat (@foodasylum__)

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A post shared by Vishal | Bangalore Creator (@digitalvishal1)

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A post shared by Rennie | Digital Creator (@renissha22)

Key Takeaway

The Burger Singh Bangalore outlet launch digital case study proved that influencer content, when strategically aligned with local engagement, can drive immediate foot traffic and significant brand visibility. This wasn’t just about reaching an audience; it was about creating a genuine buzz and building strong local connections.

• Multi-tier creator strategy drove full-funnel results. Creator content built awareness, while personalized influencer experiences sparked local interest and in-store visits.
• Only 20 creators generated 488K total reach, with high engagement rates surpassing industry averages, demonstrating the impact of local, authentic voices in quick-service restaurant (QSR) marketing.
• The campaign’s use of nano, micro, and macro influencers helped ensure deep resonance across diverse audience segments, establishing Burger Singh as a local favorite from day one.
• Instagram emerged as the most effective platform for gaining a high-intensity burst of content, proving the importance of tailoring content for platform-specific audiences.
• The campaign’s strong reach, engagement, and real-world footfall show that when influencer content aligns with local needs and interests, it can create long-term brand impact and immediate ROI.

Also Read: Biryani By Kilo Case Study