Overview
In a market where food choices are increasingly being driven by health and wellness, Mother’s Kitchen, a bootstrapped startup offering turmeric-based healthy sweets like chocolates, laddoos, and barfis, needed a breakthrough. Their challenge? Creating trust, awareness, and relevance in a highly competitive D2C food space, all on a limited budget.
Crestline partnered with Mother’s Kitchen to run a two-month strategic influencer marketing campaign on Instagram. The goal was to create validation through credible voices like nutritionists and mass appeal through celebrities, while introducing the brand to health-conscious audiences across India.
Campaign Objectives
- Position Mother’s Kitchen as a healthy, trustworthy snacking brand
- Drive awareness through mass reach and influence
- Secure endorsements from nutritionists and dieticians for credibility
- Use celebrity influence to gain aspirational brand perception
- Maximize impact within a bootstrap-friendly budget
Challenges
Prior to the campaign, the brand faced two major barriers:
- Lack of consumer trust, as it hadn’t yet launched in the Indian market
- Limited marketing budget, requiring maximum ROI from each influencer activation
Crestline’s challenge was to build high-volume awareness and credibility simultaneously, without overspending.
Strategy & Execution
Crestline built a full-funnel influencer strategy by leveraging a curated mix of micro, macro, and celebrity influencers from the wellness and lifestyle space.
1. Influencer Mix Selection
We curated a diverse mix of 50–70 influencers and closed around 10 from the list:
- Certified Nutritionists: To provide expert validation and recommend the product as a healthy snacking option.
- Macro Influencers: To tap into large, relevant audiences interested in health, wellness, and premium lifestyle.
- Celebrity Influencers: To give the brand a touch of aspirational appeal and mass recognition.
This mix helped us strike a balance between trustworthiness and visibility.
2. Content Collaboration
The influencers created a variety of content including:
- Instagram Reels: For visual storytelling, product demos, and showcasing daily use cases.
- Instagram Stories: For unboxing, taste testing, and swipe-up interactions (where applicable).
Each piece of content revolved around:
- Product health benefits
- Integration into daily diet
- Turmeric as a super ingredient
- Guilt-free snacking
Campaign messaging centered around the theme: “Healthy Snacking Recommended by Experts.”
3. Engagement Model
We followed a hybrid collaboration model:
- Barter Collaborations with micro-influencers and new wellness creators
- Paid Collaborations with nutritionists and celebrities for more impactful messaging
This approach allowed us to stay within budget while maintaining content quality and reach.
4. Manual Tracking & Management
Since the campaign ran without heavy automation tools, our team manually:
- Tracked creator outreach & response rates
- Monitored posting schedules & deliverables
- Ensured all content adhered to brand guidelines
Captured screenshots, insights, and performance data post-campaign
Platforms Used
To streamline outreach and maximize impact, we used a mix of email, social, and research tools tailored for influencer marketing:
- MailerLite – For sending personalized outreach emails at scale and tracking responses
- Instagram – For direct DMs, organic networking, and identifying potential creators
- WhatsApp – For warm follow-ups, reminders, and quick coordination with interested influencers
- HashFame – To discover high-quality, niche-specific influencers and evaluate engagement metrics
- Not Just Analytics – To get the engagement rates for creator profiles
Performance & Results
Despite budget constraints, the campaign delivered strong organic results, outperforming initial expectations.
| Metric | Performance |
|---|---|
| Total Influencers Activated | 10–12 |
| Organic Reach Generated | 250K+ Impressions |
| Engagement Rate | 2–3% on average |
| Increase in Followers | ~5% growth (from ~950 to 1000+) |
| Influencer Deliverables | 15+ Reels & Stories |
| Viral Highlight | Abhishek Kapur’s Reel – 80K+ Views |
| Direct Sales | Modest; focus was on awareness |
Client Feedback
“Crestline’s team made sure everything was executed professionally — from identifying the right influencers to handling follow-ups and ensuring timely deliveries. Their structured and data-driven approach gave us confidence in our first influencer campaign.”
— Team at Mother’s Kitchen
Outcome
The campaign marked Mother’s Kitchen’s first step into digital storytelling and laid a strong foundation for future paid campaigns.
The strategy enabled the brand to:
- Build visibility in the wellness community
- Secure expert-backed validation
- Create high-quality content for future repurposing (e.g. ads, website, social media)
. The influencer content created continues to add value to the brand’s digital presence.
Key Learnings
- Credibility-first influencer mix (especially from nutritionists) built trust
- Barter + paid model helped optimize the budget
- Consistency and follow-ups were key to managing multiple creators
- A viral reel proved that authentic storytelling still wins over ads
Creators & Celebrities Involved
Few More Content Pieces
Conclusion
At Crestline, we believe influencer marketing isn’t just about followers — it’s about strategic storytelling, validation, and brand-building. This campaign proved that with the right creators and strategy, even a new brand on a tight budget can build buzz, trust, and traction.
📩 Let’s talk about how we can do the same for your brand.
👉 Visit: www.crestline.in | 📧 hello@crestline.in