Engage Roll-On

Engage: From 200 Creators to 7.6M Reach

How Engage and Kofluence turned early product sampling into authentic advocacy, driving 7.6M reach and a 2.56% engagement rate.

7.6M

Reach

2.56%

Engagement Rate

86%

Positive Sentiment

The Challenge

Turning a Product Launch Into a Community Journey

For the launch of its new Engage Roll-On range, ITC Engage wanted to go beyond a one-time influencer push by reconnecting with creators from previous campaigns and building a stronger creator community. By involving creators before launch, gathering their feedback and encouraging them to share real product experiences, the Engage influencer campaign became a launch journey built around participation, trust and advocacy.

What We Had to Solve For

Give creators early access and capture meaningful product feedback before launch

Turn product experience into authentic advocacy rather than transactional promotion

Develop a repeatable community model that could scale across future ITC brand launches

Our Strategy

The Insight:

A creator who already knows the brand brings more than reach. They bring context, familiarity and trust. By involving creators early and taking their feedback seriously, Engage could turn a traditional launch into a two-way relationship.

The Approach:

Kofluence reactivated Engage’s existing influencer community and onboarded 200 high-engagement creators across two phases. Phase 1 focused on product sampling and structured feedback. Phase 2 moved into full product advocacy, with creators sharing their preferred variants, product experience and everyday routine integration, while directing audiences to nearby Reliance stores.

Key Pointers

200 high-engagement creators reactivated from previous Engage perfume campaigns

A two-phase Engage social media campaign built around product feedback followed by advocacy

Exclusive early access made creators feel valued and personally invested in the launch

Routine-led content and retail CTAs helped turn creator enthusiasm into consumer action

Key Highlights

Timeline & Milestones

200 creators generated 400 pieces of content, including 200 Reels and 200 Stories, creating consistent content amplification throughout the launch

The campaign delivered 7.6M reach with a 2.56% average engagement rate, exceeding the cited Indian beauty and lifestyle benchmark of 1.8–2.2%

With ₹278 CPV and ₹12 CPE, the campaign combined scale with cost efficiency, while creator conversations recorded 86% positive sentiment

The Results

Reach

7.6M

Engagement

2.56%

Views

5.36M

Key Learnings

What Worked

Re-engaging past creators gave the launch a strong foundation of trust and familiarity.

Sampling first helped creators share genuine product experiences, not scripted pitches

Early product access helped creators understand the product before launch, leading to more informed content and stronger personal care audience engagement..