Campaign Snapshot

Client: Suncasa Home

Industry: Cookware & Home Kitchen

Campaign Focus: Driving product awareness and positioning Suncasa as a premium cookware brand

Markets Targeted: Pan India

Creators Activated: 10 Chef & Food Influencers

Content Type: Creator-led instagram reels, collaboration content, and high-impact UGC

The Power of Niche Creators, Suncasa Cookware Influencer Marketing Campaign

Suncasa Home has been a leader in stainless steel manufacturing in India for the past 30 years. The company is dedicated to providing sturdy, durable, and elegantly designed home and kitchen essentials. Suncasa is also focused on redefining healthy cooking by using premium 304 stainless steel. Their entire product range, including pans, pots, and kitchen tools, is crafted from 304 food-grade stainless steel, which is 100% toxin-free and durable, making it safe for everyday cooking.

To create a significant impact across social media, Suncasa Home partnered with Earnly to develop a product launch influencer marketing strategy centered on genuine cooking experiences. By harnessing the power of niche chef influencers and Instagram food creators, the campaign effectively highlighted the quality of their products while reaching over 5.13 million people across India. Discover how the Suncasa kitchen product marketing strategic approach yielded remarkable results.

Performance Overview

5.13M+ Cooking Enthusiasts Reached Across India

54% Higher ER. Industry Benchmark (~1%)

Achieved 156% Higher Reach Than Projected

The Challenge

To strategically position Suncasa Home’s new cookware line within a competitive kitchen product landscape, the primary objective was to form collaborations with niche chef influencers and food content creators.

This approach aims to establish Suncasa as the premier brand for high-quality stainless steel and cast iron cookware, emphasizing the highest standards of quality, safety, and trust.

The Goal

• Establishing robust brand recognition for their recently launched cookware among Indian consumers, a market that is both diverse and discerning.
• Effectively showcasing the product’s key USPs, specifically its cast iron construction and the utilization of 304 stainless steel, emphasizes durability and 100% food safety.
• Creating compelling social media content that fosters engagement and resonates with the target audience, thereby amplifying the product’s reach and sales.

The Strategy

1. Influencer Selection Process

In selecting influencers and content creators, the Earnly Influencer Marketing team prioritized qualitative metrics over quantitative ones. We focused on identifying 10 niche food influencers with authentic engagement, a genuine passion for culinary arts, and a robust presence on Instagram.

2. Campaign Setup & Outreach

The Suncasa influencer marketing campaign was meticulously strategized and executed by our team, aligning the campaign objectives with Suncasa’s overarching goals.

3. Content Draft & Approval

At Earnly, we have optimized the content creation and approval workflow to enable seamless collaboration, ensuring that the output is not only brand-compliant but also emotionally resonant with the target audience.

4. Instagram DM Automation Setup

We integrated Suncasa’s influencer marketing campaign with Magic Link, our proprietary Instagram DM automation tool, to streamline the management of comment replies and direct message interactions, enhancing engagement efficiency and boosting sales.

5. Reporting & Insights

Earnly provides comprehensive campaign data tracking and engagement metrics, which facilitate informed decision-making and ongoing optimization of marketing efforts.

Who Did We Work With?

We focus on strategically identifying and onboarding niche influencers to produce high-quality, engaging content for Suncasa’s new cookware products launch. By collaborating with a mix of mega, macro, and micro chef influencers and culinary creators, we aim to enhance brand visibility and drive consumer engagement, encouraging audiences to experience our offerings directly. This approach leverages targeted partnerships to optimize reach and effectiveness in content delivery.

The Results

As the campaign progressed, we observed positive metrics from influencers that reinforced Suncasa’s positioning as the premium cookware brand of choice for modern Indian homes, emphasizing quality, safety, and reliability.

Additionally, the “Home Cooking” initiative generated significant traction, amassing hundreds of thousands of views and achieving strong reach and engagement among users on Instagram. Below is a detailed breakdown of Suncasa’s campaign results:

1. Audience Reach

The Suncasa influencer campaign achieved strong audience reach, with 5.13 million people exposed to the brand’s messaging through 10 chef influencers and content creators.

2. Engagement Metrics

The campaign delivered a 1.54% engagement rate, surpassing the industry benchmark of around 1%.

This strong engagement reflected the campaign’s ability to connect with food and culinary enthusiasts through relatable home cooking content and authentic creator experiences.

3. Views & Impressions

The campaign exceeded expectations by reaching 5.13 million people, surpassing the initial target of 2 million. This represents a 156% increase in reach, demonstrating the effectiveness of strategic partnerships with niche chef influencers to promote Suncasa’s new cookware products.

Our Top Performing Creators

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A post shared by Omkar Pawar (@pawar_omkar)

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A post shared by Nirali Choksi | Home Chef (@niralichoksi_)

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A post shared by Sanjana Das (@sanjanatries)

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A post shared by Malvika Hada Kumar | Recipe Developer (@thespicystory)

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A post shared by Prince Sharma (@princebchef)

Key Takeaway

This cookware influencer marketing campaign of Suncasa shows the effectiveness of leveraging strategic influencer marketing in conjunction with carefully selected niche influencers. By utilizing trusted chef-led creator voices, the campaign successfully amplified the product launch, drove engagement, and built consumer trust.

Chef Influencer Marketing Builds Strong Product Credibility

Collaborating with trusted chef influencers and food content creators helped Suncasa build authenticity in a competitive cookware market. Their expertise and real-use demonstrations made the product more trustworthy and relatable for audiences interested in cooking and kitchen essentials.

Product Demonstrations Drive Higher Engagement & Consideration

Instead of traditional promotional content, this influencer marketing campaign is planned to showcase cookware in real cooking scenarios. Recipe videos, food preparation content, and hands-on demonstrations helped audiences better understand the product’s quality, durability, and performance, ultimately increasing product consideration.

Strategic Influencer Selection Enables Scalable Product Launches

By leveraging a mix of mega, macro, and micro creators, the campaign successfully balanced large-scale visibility with authentic audience engagement. This influencer pyramid approach allowed the brand to maximize reach while maintaining strong audience relevance and interaction.

High-Quality Visual Content Performs Better in the Cookware Category

Visually appealing food and cooking content played a key role in capturing audience attention across Instagram. High-quality reels and recipe-focused videos not only improved engagement but also helped position Suncasa as a modern and premium cookware brand.

Also read: How Johnson’s Baby Leveraged a Multi-channel Mom Creator Network to Capture 162 Million Views

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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

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Campaign Snapshot

Client: Gayor Essentials

Industry: Fitness & Sports Nutrition

Campaign Focus: Brand Awareness, Engagement, and UGC Generation

Markets Targeted: Pan India

Creators Activated: 3 Fitness Influencers

Content Type: Creator-led instagram reels, collaboration content, and high-impact UGC

Gaylor Essentials, a premium pre-workout supplement brand, has partnered with Earnly to make a bold buzz across social media and disrupt India’s rapidly growing fitness industry. The brand aimed to position itself as a reliable and accessible premium supplement brand for fitness enthusiasts, athletes, and bodybuilders across India. Earnly designed a strategic influencer marketing campaign centered on authentic fitness storytelling and creator-led product experiences, highlighting the pre-workout drink’s key benefits, including enhanced focus, improved strength, optimal hydration, and clean energy.

Performance Overview

338K+ Fitness Enthusiasts Reached on Instagram

Higher than the industry benchmark of ~1%

Achieved 12.8% Higher Reach Than Projected

The Challenge

Gaylor Essentials, an emerging name in dietary and health supplements, faced challenges in partnering with high-value creators to effectively communicate the functional benefits of a pre-workout drink in an extremely competitive fitness supplement market. The challenges are:

• Collaborate with results-driven fitness creators to educate audiences about the benefits of pre-workout supplementation.
• Struggle to identify relevant Instagram fitness creators who can reach young fitness enthusiasts across India.
• Creatros who can increase awareness for pre-workout drinks, highlighting the product’s key advantages.

The Goal

The campaign aimed to promote Gayor Essentials Pre-Workout, a flavored energy drink, with a focus on the youth demographic in India. The central message highlighted the drink’s benefits, including enhanced blood flow and muscle pumps, reduced muscle fatigue, provision of clean energy without jitters or crashes, and support for hydration during extended workout sessions.

The Strategy

We collaborate with fitness influencers to create impactful content that highlights the benefits of pre-workout supplements. We carefully selected the best Instagram fitness influencers for this campaign and invited them to craft engaging reels. Instead of providing scripted content, we encouraged the influencers to share their genuine reactions and workout experiences, showcasing the product’s benefits in real training environments.

Who Did We Work With?

We specialize in identifying and onboarding the most relevant influencers to create high-quality, engaging content for Gayor Essential’s pre-workout drinks. By collaborating with fitness creators across the influencer spectrum, we aim to strengthen the brand’s presence and encourage audiences to experience the offerings firsthand.

The Results

As the campaign progressed, we received encouraging results from influencers for unveiling Gayor Essentials as one of the top brands for pre-workout supplements. Our influencer videos discussing the benefits of pre-workout drinks and the concept of “training harder” garnered hundreds of thousands of views, achieving strong reach and engagement among fitness audiences on Instagram. Here is the results breakdown:

1. Audience Reach

The Gayor Essentials influencer campaign achieved strong audience reach, with 338,400 people exposed to the brand’s messaging through 3 fitness creators.

2. Engagement Metrics

The campaign delivered a 1.45% engagement rate, surpassing the industry benchmark of around 1%.

This strong engagement reflected the campaign’s ability to connect with fitness enthusiasts through relatable workout content and authentic creator experiences.

3. Views & Impressions

The campaign exceeded expectations by reaching 338,400 people, surpassing the initial target of 300,000. This represents a 12.8% increase in reach, demonstrating the effectiveness of strategic partnerships with relevant fitness influencers to promote performance-focused products.

Our Top Performing Creators

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A post shared by Aishwarya Krishnan | CSCS | Strength Coach | Fat Loss Coach (@coachaishwarya.krish)

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A post shared by Utkarsh Soni | Online Fitness Coach (@lirilsoni)

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A post shared by Jatin Gambhir (@jatin__gambhir)

Key Takeaway

The Gayor Essentials case study clearly demonstrates how strategic influencer marketing, when combined with the right influencers, can effectively promote fitness supplements through trusted creator voices.

• Fitness Influencers Build Strong Product Credibility: Creators with fitness-focused audiences are more effective at communicating product benefits compared to traditional advertising.
• Authentic Workout Content Drives Engagement: Audiences respond more positively to genuine training experiences and demonstrations rather than scripted promotions.
• Targeted Creator Selection Improves Campaign Performance: Partnering with creators who actively engage with fitness communities leads to higher engagement and greater interest in the product.
• Performance-Focused Storytelling Resonates With Fitness Audiences: Emphasizing real benefits, such as energy, endurance, and hydration, makes the content more relatable for gym enthusiasts.

Also read: Burger Singh Case Study

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