Koffee With Karan Season 7 brews high brand awareness and favourability for MyGlamm’s #GlamUpLikeAStar campaign

Glow-up stories are inherently inspirational. They pull people into the narrative and leave them with the desire to follow suit. MyGlamm’s #GlammUpLikeAStar campaign builds on this phenomenon, nudging audiences to use the brand’s products to create celebrity-inspired beauty looks. 

When MyGlamm set out to reach premium, affluent, and digital-first female audiences with #GlammUpLikeAStar, Koffee With Karan Season 7, powered by the adtech innovations of Disney+ Hotstar, was found to be a perfect fit. The deep integrations in the show gave MyGlamm the perfect opportunity to seep into popular culture.

Every episode proved to be an opportunity for the brand to extend its glamorous narrative. The show, hosted by the evergreen Karan Johar, aided MyGlamm in witnessing a hike in brand awareness, favourability and purchase intent. 

All About #GlammUpLikeAStar

Launched with a vignette featuring the Bollywood star Shraddha Kapoor, the campaign focused on the passions of beauty enthusiasts, offering them effortless ways to be their most glamorous selves. Aiding self-expression of one’s intrinsic glamour is a crucial component of MyGlamm’s values, so much so that it reflects in the brand name itself! The campaign aimed to say it out loud.

MyGlamm believes in co-creating products with consumers by keeping their ideas and needs in focus. The brand offerings include products for demographics across the spectrum. 

A 360-degree campaign, #GlammUpLikeAStar seamlessly engaged consumers, inspired them with products, directed them to the information about the offerings on the brand’s app and incentivised purchases. It nudged the brand’s core target audiences to look effortlessly glamorous, just like Bollywood celebrities. 

The brand wanted to inspire enthusiasts to re-create the looks of their favourite Bollywood celebrities using MyGlamm products.

The Strategy and Execution

MyGlamm wanted to create awareness for the #GlammUpLikeAStar campaign, inspiring female audiences to participate enthusiastically. The brand partnered with Disney+ Hotstar to become the presenting sponsor for Koffee With Karan Season 7. The collaboration included multiple in-show integrations and social media components, executed beautifully throughout the show’s run.

Integrations In The Show

Each episode of Koffee With Karan Season 7 included a glamourous opening montage where MyGlamm got significant screen time in the visual storytelling. It helped establish the brand’s presence as a crucial element of the show’s narrative.

For the last segment of every episode, Karan would lead the guests to the MyGlamm Zone, stating: “Let’s go to the MyGlamm Zone for some glam, some slam and some games.” Here, the guests would participate in several fun games like the pop-culture quiz and dialling up other actors and getting them to say, ‘Hey Karan, it’s me…’,  to score bonus points.

MyGlamm St Botanica and The Mom’s Co found candid insertions in the episodes where their respective brand ambassadors Kareena Kapoor Khan and Sonam Kapoor appeared as guests. With the leading ladies delving into how these brands are a part of their daily lives, the mentions were spun into the narrative organically.

Nudging For App Downloads

To further engage the viewers, Disney+ Hotstar unlocked a first-of-its-kind ripple activation for MyGlamm. During the ad breaks, when the mid-rolls of MyGlamm were being played on the screen, mobile viewers could scroll down and interact with the brand through gamified and fun carousel units. 

MyGlamm and Disney+ Hotstar created a vignette with Shraddha Kapoor, where the brand’s best innovations, like MyGlamm Ultimatte and MyGlamm LIT, were highlighted. Available in over 100 shades, these products can inspire a multitude of celebrity looks. Run as mid-rolls during breaks, the ad encouraged viewers to download the app with an incentive of gifts on purchases. 

Set out to democratise beauty, MyGlamm wanted to let the aspirations of its core audiences fly high. #GlammUpLikeAStar, a true manifestation of MyGlamm as a glam beauty partner, helped disseminate the message that the MyGlamm app is a one-stop destination for all the needs of those looking to glam up like their favourite celebrity. 

Social Media & The Influencer Network

On social media, Disney+ Hotstar promoted the partnership using two customised, co-branded vignettes, driving recall for MyGlamm’s integration on Koffee With Karan.

Disney+ Hotstar also tapped into its extensive influencer network to enable the creation of shoulder content for MyGlamm. The show invited two popular beauty influencers to the set.

On the way to meet and greet with Karan Johar, the influencers were pampered with a makeover at the GlamStudio, one of the most iconic attractions at MyGlamm’s largest store in Mumbai. The influencers documented and shared their experience via vlogs on social media, giving their audiences a glimpse into what it means to #GlammUpLikeAStar.

MyGlamm also activated a network of 4,000 creators to ensure the campaign’s success. The participants re-created the looks of the celebrity guests who came to the show this season. The videos of them glamming up with MyGlamm products were shared on their social media handles to create surround chatter for the campaign. 

Client Speak

Impact

For a D2C brand, impressions and conversions are a holy grail. Impactful integrations with Koffee With Karan Season 7 resulted in MyGlamm achieving over 45 Mn+ impressions, a phenomenal boost for the brand. The content created by 4000 participating creators helped the brand garner another 12 Mn+ impressions.

The brand witnessed a 4x higher uplift in brand awareness and message association and a 3x higher uplift in favorability than the platform average.