TRUSTED BY BRANDS ACROSS INDIA
TRUSTED BY BRANDS ACROSS INDIA
When Crease approached Marktini Media, the challenge was unlike anything routine — they weren't just launching a product, they were introducing an entirely new product category to India. Crease Wrinkle Remover Spray had no benchmark, no market precedent, and no existing consumer awareness to tap into. There was no search demand to capture, no competitor to position against. The product had to be explained, demonstrated, and desired — all at once.
The objectives were clear:
Generic influencer campaigns spray and pray. We built a full-funnel, multi-tier influencer ecosystem designed to hit every stage of the consumer decision journey simultaneously.
The 75-creator roster was deliberately structured across four tiers:
Makes Crease feel established from day one
Audiences mirror creator lifestyle choices
High-volume, personal-feeling content
Highest engagement · converts sceptics into buyers
Darker = larger audience scale · All four tiers ran simultaneously
This wasn't just a numbers game — it was a strategic content ecosystem where every tier played a specific psychological role in moving consumers from "What is this?" to "I need this."
For a first-of-its-kind product, demonstration is everything. We led with a before-and-after content format paired with in-use demo reels — the most trusted and highest-converting content format for new product categories on Instagram and YouTube Shorts.
Content formats deployed:
75 influencers. 2 months. One mission: make India stop scrolling and start spraying.
Every content brief was tailored to the creator's unique voice — because authentic content outperforms scripted content every single time. Creators weren't handed a script; they were handed a product and a problem to solve. The results spoke for themselves.
| Metric | Result |
|---|---|
| Likes | 17,500 |
| Comments | 92 |
| Reposts | 43 |
| Shares | 5,310 |
| Metric | Result |
|---|---|
| Likes | 13,200 |
| Comments | 286 |
| Reposts | 42 |
| Shares | 5,489 |
For a product with zero prior awareness, before-and-after demo reels consistently outperformed every other content format. Consumers need to see the product work before they'll trust it enough to buy.
The two standout posts combined generated 10,799 shares — dwarfing their like counts in actual commercial impact. Shares are the highest-value organic action on Instagram: a share means a consumer is personally endorsing a product to their own followers. For a new product category, this is the difference between awareness and viral traction.
By deploying nano creators for trust-building, micro for relatability, mid-tier for scale, and macro for legitimacy — the brand achieved what most product launches fail at: credibility at every touchpoint of the consumer journey.
Crease's Instagram grew from 0 to 2,500 followers during the campaign period — entirely organic growth driven by influencer content directing audiences to the brand page.
The Indian personal care and lifestyle market is one of the most competitive in the world. Achieving ₹5.75 Lakhs+ in revenue in a single month for a new product with no prior market presence validates both the product-market fit and the influencer marketing strategy that brought it to life.
"We didn't run an influencer campaign. We built a product launch movement. Every creator was a proof point. Every share was a referral. Every comment was a customer asking where to buy."
— Marktini Media
The Crease campaign succeeded because it was built on three non-negotiable principles:
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