At The Backbenchers Digital, we believe true social media success isn’t just about numbers; it’s about forging genuine connections. For Nilons, a heritage brand synonymous with authenticity, our mission was to translate that legacy into a dynamic, modern social media presence that resonated deeply with its audience.
We moved beyond traditional promotional content to develop a strategic mix of Hygiene, Hub, and Hero content. Our focus was on creating high-quality, emotion-driven Reels and long-form videos where every element—script, value, and acting—was meticulously crafted. This approach didn’t just retain existing customers; it introduced legions of new consumers to the brand.The results were phenomenal. Our strategy propelled Nilons to an average engagement rate of 1.5%—3 times the industry benchmark—proving that content rooted in authentic emotion delivers superior performance.
By making Nilons a hub for creative, culturally-grounded, and trend-setting content, we didn’t just grow their audience – we built a thriving community around a shared identity and pride.
Our strategy in action:
Topical Triumphs: For International Yoga Day, we featured a gold medalist performing incredible yoga stunts while perfectly balancing a jar of Assal Marathi pickle. This creative, impactful post celebrated local culture, garnered over 20,000 likes, and achieved a staggering 10% engagement rate.
King of Trends: We masterfully tapped into the viral “Shaky Shaky” trend with our “Levels of Becoming an Assal Marathi” concept. By featuring a foreigner enthusiastically participating, we celebrated inclusivity and Marathi pride in a positive, hilarious way. The video became a sensation, securing over 15,000 likes and 1 million views.
Influencer Collaboration: Our curated partnerships with influencers consistently over-delivered, extending our reach and amplifying our message with authentic voices that the audience trusts.