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Consumer electronics brand boAt bets big on influencer marketing

The fashionable audio brand has topped the Sheeko Brandscore this week, garnering more than 23.5 million reach with an estimated media value worth Rs 30-35 lakh.

Consistency is the key to success, and this has been proven by consumer electronic brand boAt through its consistent marketing strategy, which is now giving many well-established audio brands in India a run for their money.

boAt has topped the Sheeko Brandscore leader board this week. It has garnered over 23.5 million eyeballs in an estimated media value of Rs 30-35 lakh.

Sheeko Brandscore graph of boAt’s performance on Instagram:


Brandscore, by Sheeko, is a leaderboard of brands eyeing for consumer engagement with their social media content campaigns. The tool tracks over 5,000 brands on Instagram, analysing over 15 billion data points for associations with influencers, celebs and other content creators and pages. It is powered by four independent algorithms that detect associations and ranks them. They incorporate various parameters such as total reach, engagement, quality of influencers, other brand associations of the influencers, frequency of associations, type of association, et al.

The brand opts for a variety of influencer marketing strategy. In a most recent activity, the singer and the brand’s endorser, Neha Kakkar, is seen engaging with her Instagram audience. Kakkar had asked the audience three questions about herself and the best 30 would receive boAt merchandise signed by her.


Doing different influencer activity through various strategies simultaneously helps the brand garner mass reach and appeal among different kind of audiences.

The brand associates itself with three genres that millennials relate themselves most: entertainment, music and sports.

A believer in celebrity endorsement, the brand has a roaster of celebrities on board, including Neha Kakkar, Guru Randhawa, Hardik Pandya, KL Rahul, Kartik Aryan, Jaqueline Fernandes, Kiara Advani, Shikhar Dhawan, Jasprit Bumrah, Rishabh Pant and Prithvi Shaw.

Earlier this year, boAt also became the official audio partner of Percept Live’s Sunburn. boAt has also partnered with Lakme Fashion Week earlier this year and in 2018.

The brand also did a very expensive four-page Times of India jacket ad, utilising all its celebrities on board. 

All these promotional activities show how aggressive the brand is on the marketing front and spends a considerable sum of money to fetch consumers’ attention.

Launched in 2016 in Delhi, the startup brand registered Rs 100 crore sale in the financial year 2018 and targets up to Rs 500 crore in the next 4-5 years. Just like One Plus, boAt has also created a community of more than 15 lakh people who are called the ‘boAtheads’. boAt products are available both online and offline.

The brand produces fashionable consumer electronics such as earphones, headphones, speakers, travel chargers, and premium cables, all focussing the millennials. The brand aims to launch more fashion-oriented innovative audio products. It recently announced the launch of Alexa built-in Speaker- boAt 200 A.


All insights and data courtesy - Contezee BrandScore

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