Himalaya partnered with Hoopr Brand Solutions, leveraging Hoopr’s proprietary AMP framework.
Mumbai: Brand Introduction: Himalaya, a well-known personal care brand, launched a new Strawberry Lip Balm and sought an innovative, music-driven approach on the occasion of World Smile Day 2024 to connect with its target audience. To achieve this, Himalaya partnered with Hoopr Brand Solutions, leveraging Hoopr’s proprietary AMP framework.
Objective: The goal was to create a campaign that would:
- Elevate brand awareness for Himalaya’s new Strawberry Lip Balm.
- Establish an emotional connection with the target audience (TG) through music.
- Generate impactful engagement across social media platforms.
About Hoopr: Hoopr is India’s largest music-tech platform that empowers brands, creators, and filmmakers to discover and license high-quality, royalty-free music. With a robust catalog of diverse tracks and a focus on data-driven insights, Hoopr offers tailored music solutions that ensure seamless brand integration. By blending technology with creativity, Hoopr stands out as a trusted partner for innovative music-led campaigns, helping brands such as Myntra, Marico, Too Yum and ITC achieve maximum impact through the power of music.
The AMP Framework: Hoopr’s proprietary AMP framework (Artist, Music, Promotion) is a data-driven strategy that combines insights from the Hoopr platform to recommend the right combination of artist, music, and promotional strategy for any brand based on key brand insights. It guarantees a 100% brand fit and maximized impact.
Campaign Strategy and Execution for Himalaya:
Step 1: Artist Selection Using the brand’s keywords, TG, and persona, Hoopr recommended Monali Thakur, a versatile and popular artist whose voice resonated with the campaign’s cheerful and youthful vibe. Her strong social media presence and ability to connect with a millennial and Gen Z audience made her the perfect fit for this project.
Step 2: Music Selection The Hoopr platform analyzed campaign-specific tags such as “happy,” “feel good,” and “smile.” Based on this keyword analysis, the platform recommended the song “Zara Muskura De” by Adaa (a writer, singer from Hoopr’s extensive artist network) from their catalogue as the perfect fit. Monali Thakur was then engaged to record the song in her voice, bringing her signature charm and energy to the track. The song’s production was complemented by a vibrant and visually appealing music video that highlighted the lip balm’s fresh and fun essence. Hoopr was also mindful to cast well-known influencer, Aneri Vajani in the music video to enhance the relatability to its target audience.
Step 3: Promotion To maximize reach and engagement, the Hoopr Creator Network enlisted over 300 influencers who aligned with the brand’s TG. These influencers—spanning lifestyle, beauty, and music niches—promoted the song through Instagram Reels and YouTube Shorts, creating a ripple effect across social media. The content strategy ensured that the song and its message reached diverse audience segments, boosting both visibility and recall.
Results: The campaign achieved outstanding results:
● Over 10 million views on Instagram.
● More than 1 million views on YouTube.
● 7,500+ engagements with the video content.
● A significant uptick in brand sentiment and product
inquiries.
Key Insights: This campaign highlighted the effectiveness of blending data with creativity. By leveraging Hoopr’s AMP framework, Himalaya was able to craft a narrative that resonated deeply with its audience. The collaboration not only delivered exceptional engagement but also set a benchmark for future music-led brand strategies. Furthermore, the campaign underscored the growing importance of personalized, region-specific content in driving audience connection.
Conclusion: The success of the Strawberry Lip Balm campaign demonstrates how the right combination of artist, music, and promotion can drive impactful results. Brands looking to implement the AMP framework can reach out to Hoopr Brand Solutions to explore similar innovative opportunities. With a proven track record of merging data insights and creative expertise, Hoopr continues to redefine how brands engage their audiences through the power of music.
