#QuestForTheBest Campaign for Noise ColorFit Pro 3
This campaign was initiated with the objective of spreading awareness - not just about the product, but also around the core messaging of “Quest for the Best”
By Rachit Juneja
Feb. 28, 2021
“The plan is to make a lasting impact in the minds of our audience, be it the consumers buying our products or people consuming content in general.” - Shantanu Chauhan, Senior Manager, Marketing, Noise
Founded in 2018, Noise is the leading Indian connected lifestyle brand that is changing the way India remains connected and building India's largest and most active buoyant lifestyle community. With its remarkable range of best-in-class smart hearables and wearables, Noise has also been awarded India’s No.1 wearable watch brand in 2020 by IDC Worldwide Wearable Device Tracker.
Its latest introduction, ColorFit Pro 3 smartwatch, is drawing a lot of attention among fitness and lifestyle enthusiasts. For the purpose of the same, the brand launched a campaign called #QuestForTheBest. We got in touch with Shantanu Chauhan, Senior Manager - Marketing, at Noise to learn more about the #QuestForTheBest campaign for ColorFit Pro 3, and here’s what we found out.
On the Objective of #QuestForTheBest:
“All of us have been pushing our personal limits to reach our ultimate goals and become a better version of ourselves. As a brand, we pushed over and beyond our limits to come up with an innovative product - the ColorFit Pro 3 smartwatch, which was a massive upgrade over our widely-successful ColorFit Pro 2. This campaign was initiated with the objective of spreading awareness - not just about the product, but also around the core messaging of “Quest for the Best”, and how we are trying to be better than who we are every day while helping our consumers do the same.”
On Influencer Marketing for #QuestForTheBest:
“There are two perspectives to Influencer Marketing that we keep in mind - shoutouts and engagement. Shoutouts are purely objective - they are posts regarding the launch of products and for engagement, we associate with people who actually engage themselves in using our products and talk about it. While deciding on the influencers, we measure cost per engagement metrics.
In my opinion, all influencers and celebrities we associate with are our Brand Ambassadors. We included a mix of micro and macro influencers, as well as celebrities like Shehnaz Gill and popular content creators like Vishnu Kaushal. In addition, we had our brand ambassador Rohit Sharma as the face of the campaign, titled #QuestForTheBest. The idea was to understand our target audience and collaborate with influencers matching the persona of our brand, as well as our audience. We don't impose restrictions on the kind of influencers we associate with. Be it Beauty, Lifestyle, or Travel, what matters is product integration and our ColorFit Pro 3 fits perfectly across all. ”
Rohit Sharma as the Brand Ambassador of Noise:
“Rohit Sharma is the perfect fit for Noise. Be it his top-notch performance in the past few years or him being declared as the number one cricketer of the country and even the world. For us, fitness is about excellence, which is what Rohit Sharma epitomizes in whatever he does on and off the field. His excellence lies in his everyday quest of beating his personal best, which aligns perfectly with what our brand and this product stand by.”
On how #QuestForTheBest stands out:
“Owing to the entire messaging of the campaign, we actually made it a point to ask all the influencers and celebrities we collaborated with to tell us about the reason behind their success and things that drove them in their #QuestForTheBest. So, we personalized our associations for this campaign for each of our influencers. And, the quest is not over yet.”
Journey through COVID-19:
“COVID-19 has been a difficult time for brands, but somehow we managed to find a silver lining in these tough times. Since people have started working from home and their affliction towards OTT platforms has gone up - demand for our products has spiked too. Also, as people have more time on their hands to take care of themselves, they also require smart partners to assist them - which is what our smartwatches provide. Lastly, Noise has also been declared as the No. 1 smartwatch brand in India in 2020 by IDC.”
Future plans for Influencer Marketing in the coming financial year:
“We plan on doing something unique, something that is different from mainstream influencer marketing. The plan is to make a lasting impact in the minds of our audience, be it the consumers buying our products or people consuming content in general. Also, we have been working hard on our app, so our audiences are in for extraordinary and innovative features, in order to keep the quest on at all times. ”
Conclusively, as evident from Sheeko’s Activity Graph and BrandScore Ratings, Noise has been active on digital platforms in the past year. Since the inception of their campaign - #QuestForTheBest, there has been a significant increase in their numbers. Lastly, for future plans on Influencer Marketing, the brand plans on being more involved in the same.
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