Driving Regional Engagement with Purplle’s
“I Heart Beauty Sale”
🎯 Brand & Campaign Objective
Purplle set out to:
Promote its yearly sales with affordable beauty deals (₹99, ₹199, etc.)
Boost awareness and sales across India’s regional markets
Strengthen its positioning as a value-driven beauty destination
👥 Target Audience
Beauty enthusiasts & price-sensitive shoppers
Tier 2 & Tier 3 audiences
Regional language markets: Malayalam, Kannada, Telugu, Tamil, Hindi, Odia, Bengali
📌 Strategy
Platform: Instagram (primary)
Influencers: Nano, Micro & Mid-tier creators in the beauty niche
Content Format: Short-form Reels (9:16 & 16:9)
Core Message: Affordable prices + festive excitement
🚀 Execution
Campaigns:
I Heart Beauty Sale – 60 creators
Pujo Sale – 12 creators
Deliverables: 1 Reel per influencer (both formats)
Timing: Synced with major sales & festivals
Amplification: Paid ads to maximize reach
📊 Results & Performance
Strong uplift in awareness, engagement, and product discovery
Nano creators exceeded expectations when boosted with ads
Engagement rate outperformed industry benchmarks for regional campaigns
Top-performing content came from Bengali, Hindi, and Malayalam creators
💡 Learnings
Regional targeting = higher relatability and trust
Affordable pricing message drove maximum clicks & conversions
Creative quality control is essential for ad reusability
🌟 Outcome
Campaign objectives successfully achieved: boosted sales + visibility
Regional nano influencers delivered outsized impact with amplification
Created a blueprint for future influencer-led regional campaigns
🌟 Creative Samples (Brand Favorites)
Bengali Creators
Pallabi Paul Kundu