Brand news

All you need to know about Dentsu's 'Webchutney Influence'

10 Mar 2017

Webchutney  Influence aims to re-write the rules of effective social media influence read  on to find out how...

Today, a social media user’s newsfeed comprises of brands,  influencers and publishers, all battling to create what marketers hope are  ‘like-worthy’ pieces of content. And to stand out, several brands have recently  taken the influencer-marketing route, but Dentsu Webchutney is of the opinion  that even this is slowly hitting a saturation point. Influencer marketing  itself is riddled with disorganized logistics, confusing operations, lack of  clarity about success metrics amongst other issues. Webchutney Influence aims  to solve these problems for both brands and content creators.

“Over the last year or so, we’ve noticed a pattern of brands  across categories working with an extremely limited circle of content-creators:  mostly the top tier publishers and creators. Unless these circles expand, the  nature of content created, will not either. Webchutney Influence has been  making inroads into doing just that… by working with Instagram creators who are  known more for the quality of their work, with a smaller but focused loyal fan  base, and other smaller publishers on Facebook to co-create and distribute  content effectively. And we aim to economize this model to scale”, says PG  Aditya, creative director, Dentsu Webchutney.

“We realized that while brands had warmed up to  collaborating with these ‘micro-influencers’ in spirit, it was usually way more  convenient for them to partner with larger names, unfortunately at the  content’s expense. Which is why the team at Webchutney Influence also works as  a quasi-talent management hub. It is important for influencers to not feel that  their content quality was being compromised, while you, the brand can reap the  benefits of a user’s undivided attention,” says Sidharth Rao, CEO, Dentsu  Webchutney.

But how does a brand ensure that the influencers and  publishers recommended is the right fit for them? Gautam Reghunath, senior vice  president, Dentsu Webchutney clarifies: “Webchutney Influence has spent quality  time handpicking publishers & content creators who command a high resonance  with their audiences, and mapping their audience demographics to that of our  brands before we actually recommend a collaboration. Plus, we’re a creative  agency at heart. Understanding a ‘brand fit’ is something built into the team’s  DNA.”

Reghunath also touches upon the changing culture of the  agency itself. “It is the new normal at Dentsu Webchutney to see a social  influencer and our own creative & influence teams brainstorming on how the  next series of brand creatives should be. To be honest, we’re just keeping up  with the way social media is evolving - right from tweaking the way we brief  our creative partners to re-imagining who these creative partners are.  Webchutney Influence is as much about reach as it is about creativity,” he  adds.

Webchutney Influence has already executed campaigns with  brands such as Flipkart, Mach City, Quikr, Canon India, Rentomojo and Reliance  AJIO across Instagram, Facebook and Twitter.