Disano, a prominent food brand, was looking to solidify the online credibility of its Chocolate Peanut Butter and drive immediate transactional growth. The product’s existing Amazon rating of 3.8 was a key challenge, as consumers often rely on high star ratings and detailed reviews before making a purchase.
The core objective was clear: Grow and Improve the Search Strategy by enhancing the product’s social proof and improving the Amazon review score.
Promark devised a focused, short-span influencer marketing strategy centered around improving the product’s visibility and conversion rate on e-commerce platforms like Amazon.
Campaign Type: Quick Comm Campaign (Focus on transactional and review-driven results).
Influencer Mix: A highly leveraged mix of micro and mid-tier creators to ensure both authentic, niche-audience reach and broad-level exposure.
Creative Focus: The creative mandate was to produce Believable Textual Content—emphasizing authentic product experiences, recipe usage, and genuine, un-sponsored-sounding reviews. The direct purchase of the product from Amazon by the agency also ensured a genuine verified purchase review.
Goal: Drive users from content directly to the Amazon product page to facilitate purchases and, crucially, to encourage higher-star reviews post-consumption.
The 15-day campaign involved content creation and posting across various social media platforms, with a direct focus on a call-to-action towards the Amazon purchase link.
| Key Tactic | Description |
|---|---|
|
Authentic Review Generation |
Influencers focused on genuine user experiences, highlighting taste, texture, and value for money, thereby generating Believable Textual Content that resonates with purchase-hesitant consumers. |
|
Tiered Influence |
Nano and Mid-Tier influencers (the majority) provided high-trust, community-based recommendations, which are most effective for improving conversion metrics and generating high-quality reviews. |
|
Amazon Sourcing |
Product was purchased directly from Amazon to ensure the subsequent reviews would carry the ‘Verified Purchase’ tag, significantly boosting the credibility of the review improvement. |
The targeted, conversion-focused strategy yielded immediate and measurable results, significantly outperforming the pre-campaign performance.
| Metric | Pre-Campaign | Post-Campaign | Result |
|---|---|---|---|
|
Amazon Review Score |
3.8 Stars |
4.3 Stars |
+0.5 Star Improvement |
|
DRR Sales |
37 Units (BAU) |
150 Units (BAU) |
+305% Sales Uplift |
|
Cost Efficiency |
Total Campaign Cost: ₹2,50,000 (Incl. Product) |
Calculated ROI is significant due to permanent BAU sales jump and improved review score. |
|
By focusing the campaign’s core objective on improving search visibility and product credibility—rather than just raw reach—Promark achieved a massive increase in baseline sales (BAU) and a vital boost in Amazon’s review score.
This case study demonstrates that a highly focused influencer strategy, utilizing Nano and Mid-Tier creators for authentic reviews, can be the most effective mechanism for driving immediate e-commerce credibility and a sustainable, high-impact boost to Daily Run Rate sales.