Mumbai: Over the past four years, Whoppl has carved out a niche for itself within the broader agency space, largely due to it's focus on influencer driven marketing campaigns that have a global outreach. With more than half of the world’s population regularly using at least one social media network, their campaigns have a far-reaching impact and deliver value for brands and businesses that work with them.
In terms of Whoppl's services, their partnership with Swirl has enabled them to provide immersive, experiential and quirky content to thousands of online shoppers simultaneously, leading to higher customer engagement for the brands we work with. Moreover, Whoppl’s technology stack supports brands in tracking specific KPIs and making quick adjustments to the campaign, thereby achieving higher average order value (AOV) and faster purchase journeys. Whoppl aims to fortify its position as the go-to agency for brands and businesses looking to tap into desi consumers living in different parts of the world.
Indiantelevision.com caught up with Whoppl CEO & founder Ramya Ramachandran on how to ideate and execute impactful customized campaigns that rely on seamless influencer activations, content creation and performance marketing.
Edited excerpts
On Whoppl leveraging the power of new-age social media influencers in its campaigns
Essentially, our campaign creation process revolves around meticulously identifying the brand's objectives, which forms the bedrock for developing a creative thought process. Subsequently, we engage creators who are the perfect match for the given objective and brand. Simultaneously, we constantly seek insights and opportunities for brand integration.
Leveraging our AI-driven internal tool, we pinpoint influencers who align with the brief, employing the right set of keywords. By synergizing creativity and data, we ensure optimal brand alignment.
On Whoppl setting apart from other influencer marketing agencies in terms of customer engagement and some examples of your custom campaigns which have been successfully implemented
Social media engagement encompasses a multifaceted approach. Firstly, we meticulously define our objectives, thereby devising a creative plan of action tailored to the specific marketing funnel stage—whether it's awareness, consideration, loyalty, or purchase. Once the funnel stage is determined, we seamlessly integrate a compelling call to action. Moreover, our approach remains creatively agnostic and relatable, fostering a profound resonance with the target audience. In terms of statistics, our engagement rates typically range from 5 per cent to 15 per cent, contingent upon the brand and its integration.
Our latest summer campaign crafted with creativity and aimed at growing direct sales for a e-commerce retail brand, which garnered a 15 per cent of engagement rate. It was a thorough branded collaboration with creators and well-received by the buyers. This data proves that branded integration still receives the right kind of engagement and drives the right messaging which is core to what we do because of our framework of content - creator and commerce.
On metrics used to determine the impact of its immersive content on online shoppers
To capture real-time data, we employ an internal tool that effectively tracks unique link clicks and the consumer journey. Additionally, during live streaming events, we gain immediate insights regarding the number of participants. Given the paramount importance of call-to-action prompts, such as "Shop Now" or "Learn More," we leverage multiple parameters that may vary, yet certain key elements remain consistent throughout our approach.
On Whoppl employing strategies to ensure high-quality content creation by its AI powered tool that can discover over 1M influencers across categories with different filters
We have marked four years of success and learning in the influencer marketing business. And we take pride in calling Whoppl the pioneer in the industry today. With our experience that goes beyond collaborations the team recognised the need for an AI tool much sooner than any of the players in the industry.
All our acquirements in terms of data, statistics, knowledge, and experiences are added into one tool. This makes a seamless journey for brands as well as creators at the time of launching a campaign. Brands get a database of 1 million plus creators across filters, categories, and channels. Whoppl also specializes in the right kind of keywords and filters where brands can select the audience filter like age group, lifestyle choices, geographic locations, likes, dislikes and much more.
The ease of finding the right set of influencers is stimulated even with hyper local influencers as well. Sometimes for a brand to be based in Mumbai, willing to expand in the periphery of Maharashtra can be difficult and quite a task if done manually. This roadblock in the rising influencer marketing industry was recognised by Whoppl at an early age and gave rise to exploiting technologies to capture India’s influencers and creators network in one tool. This platform is robust as the entire process of uploading the scripts, finalizing the creators, approval of the videos, making tweaks etc is all automated. This eliminates the need to use any other platforms. The goal is to create a single platform for brands and creators for hassle-free collaboration.
