Protinex goes heavy on influencer marketing

Protinex, India's leading adult nutrition drink from Danone, in association with Filter Coffee Co., a well-established full-service digital agency is conducting an aggressive influencer marketing campaign, to promote their Immuno Nutrient Calculator.

The activity which started during The Protein Week has received a tremendous response via a various set of influencers, with the growing demand, especially on Instagram. Filter Coffee Co., who holds a strong foothold in influencer marketing campaigns is strategically using a mix of macro, micro, and nano influencers and phasing the campaign to build engagement and brand value. The agency has also included a mix of celebrities, non-celebrities, and digital content creators, to provide a wider reach and ensure the message on raising awareness around tracking health and immunity reaches to maximum people.

With consumers now being more cautious of their health and immunity, the entire focus of this campaign continues to remain on reaching out to people and help them understand how important it is to keep track of their health chart. Protinex has also got on board Expert Nutritionist Mitushi Ajmera for professional advice and reliability of the calculator. The adult nutritional supplement protein brand’s unique calculator helps track the level of immuno nutrients that help in building immunity, such as Protein, Vitamin A, Vitamin C, B12, Zinc, etc. in your diet.

Using Instagram as one of the key platforms and engaging influencers to amplify the campaign, Protinex aims at raising awareness on the launch of their unique concept and driving traffic towards the new feature, which is also providing a free consultation with a 30-day personalized diet.

Till date the brand message has been supported by Shilpa Shetty Kundra, Madhuri Dixit Nene, Riteish, and Genelia Deshmukh, content creators like House of Misu, Roshni Chopra, Nisha Aggarwal, Shrima Rai, Priyanka Kalantri, Divyanka Tripathi Dahiya, Vivek Dahiya amongst others, to reach out to a variety of audiences across the platforms like Instagram, YouTube, etc. The campaign is being conducted on Instagram using its multiple features like static posts, Videos, IGTVs, Stories, and Reels. Protinex has also been impressive in gaining traction on YouTube for the campaign.

Madhuri Dixit - https://www.instagram.com/p/CDGpGH8HoLY/

Riteish Deshmukh - https://www.instagram.com/p/CDA4WzLDt-F/

Genelia Deshmukh - https://www.instagram.com/p/CDA4VnBp5NQ/

Roshni Chopra - https://www.instagram.com/p/CDJeszyhQng/

House of Misu (Video) - https://www.instagram.com/p/CDQS7NHhUpd/   

Shilpa Shetty Kundra - https://www.instagram.com/p/CF4XE_YpwlQ/?igshid=18bu17ough7k5

Divyanka Tripathi Dahiya - https://www.instagram.com/p/CGJ2WLZJBaX/?igshid=aiop15je3bvm

“In the past few months, we all have realised the importance of a good immunity system and with the launch of our new Immuno Nutrient Calculator, we want more and more people to be able to sit at home and track their health at ease. The entire influence marketing activity which we are conducting has helped us built this awareness and we are glad people are waking up to it. With the demand of influencer marketing having shot up in the past few months, we are glad to partner with Filter Coffee Co., who bring in detailing and the correct set of influencers for our brand. Our partnership with trusted Influencers to drive the importance of a nutrient-filled diet, has got us great brand recall, and more importantly, it helped us inspire healthier eating and drinking choices while building consumer trust” said Himanshu Bakshi, MD, Danone India.

Commenting on this campaign, Anuja Deora Sanctis, Founder and CEO, Filter Coffee Co. said, "With more and more people getting health conscious and looking to adapt at newer lifestyle habits, our aim was to create a buzz around the same and help them understand their immunity levels. A healthy lifestyle is imperative in today’s fast world, and with our network of influencers, we look forward to continuing to reach out to maximum people possible. We are glad that Protinex believed in us and gave us this opportunity to work with them.”

Till date, the brand has reached over 20M users, witnessing an engagement of over 7 Lakhs and an average engagement rate of 5.2 percent, respectively.