MAM
Guest column: A favourable ROI is a must for a successful influencer engagement
It has become quite evident that influencer marketing is gaining popularity and prominence rapidly over a span of 3-4 years. There are reports after reports that depict how this form of social media marketing is growing in leaps and bounds. These reports also showcase how companies are increasingly devoting a considerable amount from their marketing budget to influencer marketing. While it has been established that influencer marketing has flourished quite a bit, it is also crucial to develop a framework to evaluate its effectiveness.
In order for a brand to evaluate the effectiveness of an influencer engagement, it needs to focus on gaining maximum ROI in terms of reach, conversions, awareness, etc. For assessing the ROI of an influencer engagement activity, a brand needs to keep a few factors in mind.
Firstly, the goal and objective of the marketing campaign need to be clearly established. The brand might want to reach new target audiences, improve brand advocacy, increase product sales, generate more leads, manage the reputation of the company or just simply increase brand awareness.
Second of all, the brand should clearly establish the key performance index (KPI). This takes into account how much success the company is getting with respect to the investments it is making in an influencer engagement activity. If a brand is investing 3 lakhs in an influencer campaign and getting 6 lakh-worth of impressions, reach and other parameters, the brand has attained a KPI of 1:2 that signifies a favourable ROI.
Thirdly, the influencer should ensure that the content created is visually and aesthetically pleasing. So all the background elements, characters, plot, props, etc. need to be in line with the campaign objectives. Along with that, they should be visually attractive to grab attention.
After that, one needs to ensure that there is some synergy between the brand and the influencer. Apart from fulfilling the campaign objectives, the influencer should be a right for the brand’s overall tonality and ethos. For instance, an influencer who is big on spirituality and natural living may be a suitable fit for promoting a herbal soap/supplement brand. The influencer’s content and tonality will be in line with the herbal brand. Not just that, his/her followers would expect brand content similar to that.
Lastly, a brand should be able to identify the key messaging used in the influencer engagement. Ths key messaging can act as the unique selling proposition of the influencer campaign. Whether its the dialogue delivery, the funny music or the emotions the video espouses, as long as there is a touchpoint, the campaign ROI would be in the brand’s favour.
So every brand should invest in an influencer engagement strategy that promises a favourable ROI as only then will the brand achieve success.
(The author is founder & CEO, Whoppl. Indiantelevision.com may not subscribe to her views.)
MAM
Ember Cookware appoints Amit Singh as chief of supply chain
10-year veteran to lead operations as brand scales across D2C, quick commerce and retail.
MUMBAI: Ember just handed its supply chain the perfect seasoning because when your cookware is non-toxic and non-stick, the operations behind it better be fast and flawless. Ember Cookware has appointed Amit Singh as chief of supply chain and Services, bolstering its leadership team at a pivotal growth phase. Singh brings over a decade of experience in supply chain strategy, operations and large-scale network buildouts.
He began his career at Singapore-based retail giant Giant Hypermarket before joining Pharmeasy in 2015, where he played a foundational role in building and scaling its pan-India supply chain across B2B and B2C channels. At API Holdings, he later led supply chain operations for North India, managing end-to-end execution across complex, multi-city networks.
In his new role, Amit will oversee Ember’s complete supply chain and service ecosystem including sourcing, manufacturing coordination, logistics, last-mile delivery, post-purchase support and workforce development. His mandate focuses on building cost-efficient, resilient operations that shorten fulfilment times, strengthen inventory management and deliver a consistently high-quality consumer experience as the brand expands nationally.
Ember Cookware co-founder & CEO Siddharth Gadodia said, “Supply chain is where growth either holds or breaks. As we scale across channels and geographies, we need operations that are efficient, resilient, and built for speed, without ever compromising on the consumer experience. Amit has done this before, at real scale.”
Ember Cookware co-founder & CMO Himanshi Tandon added, “As we scale, supply chain efficiency becomes as important as product and brand. Amit’s mandate is to build the operational foundations that make our promise consistent at scale.”
Amit Singh commented, “Ember is building something genuinely different, a category-defining brand with a clear purpose and the ambition to match. I’m looking forward to building supply chain infrastructure that doesn’t just keep pace with growth, but enables it.”
The appointment forms part of Ember’s broader push to deepen leadership across key functions as it invests in its Innovation Lab, proprietary material technologies and operational backbone to support national expansion.
In a kitchenware world where non-stick promises are easy but delivery is hard, Ember isn’t just cooking up products, it’s cooking up an operation that keeps every promise sizzling from factory to fork.
