Influencer marketing has proven to be a game-changer in today's social media landscape, and Tata CLiQ tapped into this trend with its ingenious #MallAtACLiQ campaign.
With the COVID-19 pandemic forcing malls to close, Tata CLiQ swooped in to save the day, bringing the mall experience to the Indian market via their Instagram feed. They crafted a four-story virtual mall, complete with shops, food stalls, and gaming stores, all nestled right in the palm of users' hands.
But Tata CLiQ didn't stop there. They enlisted the help of four influencers to act as hosts and guides for each floor, assisting shoppers in choosing the perfect shoes, clothes, and accessories. And as if that wasn't thrilling enough, the top floor housed a cinema theater, food court, and pub, boasting a fantastic ambiance, EDM tunes, and immersive ASMR experiences.
The campaign dazzled over 20 million people, racking up 26 million impressions and over 2.4 million engagements.
What made it successful
The #MallAtACliQ campaign owes its success to its well-conceived design, timely rollout, and seamless execution.
Firstly, the concept of a visually captivating virtual mall offered a refreshing twist on online shopping amidst the pandemic. Its launch was perfectly timed to suit the social climate. Secondly, Tata CLiQ skillfully harnessed all the bells and whistles of the Instagram platform, employing a mix of images and videos in a carousel format and ensuring an appealing overall aesthetic with carefully curated thumbnails. Lastly, Tata CLiQ recognized the power of influencers on Instagram and cleverly enlisted their help to entice users to explore, engage, and shop within their virtual mall.
