Celebrating The Little Joys of Life - #CelebakeWithWeikfield
Weikfield’s Campaign To End 2020 On A Sweet Note
By Rachit Juneja
Jan. 28, 2021
“Audiences follow influencers because they admire them, not the brands that they collaborate with.” - Bimalendu Tarafdar, Vice President - Marketing, Weikfield Foods Pvt. Ltd.
Weikfield has been creating a world of wholesome and delicious products and bringing the goodness of global cuisine to homes and delighting the taste buds of millions all over, since 1956. From iconic products like Custard Powder, Cornflour, and Baking Powder, they are now a leading brand for Pasta & Pasta Sauces, Green Tea, and Mushrooms.
2020 wasn't the greatest year in terms of spreading happiness and making memories, so Weikfield came up with #CelebakeWithWeikfield, in order to celebrate the smaller joys of life and end the year on a sweet note. We got in touch with Bimalendu Tarafdar, Vice President - Marketing, Weikfield Foods Pvt. Ltd., to learn more about the campaign. Mr. Bimalendu has been a part of the Marketing industry for over 15 years. He started his career with marketing for the Capital Goods industry and his vast knowledge has enabled him to spread his arms into various other industries like - Automobile, Fashion, Retail, FMCG, and now Food and Beverage. His valuable insights on #CelebakeWithWeikfiled:
The objective of the campaign:
“As a precursor to #CelebakeWithWeikfiled, we, a brand, identified the need to celebrate the little moments and joys of life, rather than overlooking them in order to make our lives more cheerful and jolly. With the festive season at its peak, we came up with the idea of #CelebakeWithWeikfield in order to add excitement, exuberance, and merriment to everyday circumstances and activities. So, our objective was to spread awareness about our wide range of baking products, by amalgamating the thought of celebrating while baking.”
About Influencer Marketing for the campaign:
“We collaborated with two influencers for #CelebakeWithWeilfield - Shivesh Bhatia and Lekshmi Nair. We have worked with both of these influencers in the past as well, and they have both delivered high engagement rates for us. Shivesh Bhatia is one of the top Indian Baking influencers with whom we decided to do five videos using our products. As for the choice, our aim was to cover a vast geographical area apart from the obvious parameters, which we were able to achieve with Shivesh covering the North and Lekshmi covering the South. In addition to that, we allocated about 18-20% of our total budget to INfluencer Marketing activities.”
Activities apart from Influencer Marketing:
“An inference we made was that there are two types of bakers in most households - serious bakers who have vast knowledge about the field, and others who just wish to do it for fun. Thus, we optimized our search engines according to their preferences on platforms like Youtube, which drove the users to the Amazon page for our products. Along with that, our videos for #CelebakeWithWeikfield also went up on Facebook and Instagram, in addition to the influencer marketing campaign that drove the entire concept.”
Journey through COVID 19:
“As for all industries, we were also struck by the challenges brought in by COVID 19, in its initial stages in terms of production and deliveries. As the lockdown got slightly relaxed, people sitting at home wanted to experiment with new products and recipes on a daily basis, so the demand eventually made up for it. Moreover, during this phase, we actively indulged ourselves in two-way communication with all our stakeholders. On the basis of the feedback we received, we also launched an immunity-boosting product, which was an Ayush Kawach equivalent. So, all the consumer feedback we took either led to resolving their problems or improving our products, including the launch of new products.”
Amongst multiple debates on allowing influencers the onus to exercise their own creative freedom, here are Mr. Bimal’s thoughts on how Weikfield leverages the uniqueness of each influencer:
“To begin with, we, as brand managers indulge ourselves into influencer marketing campaigns because influencers have followers and we want to tap into their follower base. Each medium has its own meaning and relevance. Audiences follow influencers because they admire them, not the brands that they collaborate with. So, if brands ask influencers to upload content with no intent for them to drive on the basis of their creative freedom, their followers will not be able to resonate with their content. Other than that, we obviously give basic guidelines as to what a product does and how it performs, but the onus lies on them as to how they want to present it. We believe in the content that influencers produce and encourage as much authenticity as possible.”
As evident from Sheeko’s Activity Graph and Brandscore Ratings, Weikfield has been considerably active on digital platforms in the past year, but since the inception of the #CelebakeWithWeikfield Campaign, there has been a significant increase in their numbers.
Conclusively, in the coming financial year, Weikfield aspires to streamline its efforts to be more aggressive and frequent with its presence of digital platforms. As their products revolve around food and consumer durables, audiences are more inclined towards watching reviews, recipes, and feedback, which is what they want to be more consistent with.
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