Indian Community

DeRucci

Audience

Indian communities in Australia
Young professionals and families
Social media users influenced by lifestyle and video content
High-intent consumers during promotional periods

Overview

Drive awareness and consideration among Indian consumers in Australia through a culturally relevant Black Friday influencer campaign.

Channels

4 Online Reach

1500K+

Pageviews

560K+

Engagements

8,400+

Paid Influencer

Project Background

DeRUCCI aimed to drive awareness and consideration among Indian consumers in Australia during the Black Friday period. We activated a culturally relevant influencer strategy across multiple platforms to maximise reach, engagement, and purchase intent.

Highlights

Delivered a multi-platform influencer campaign across Facebook, Instagram, TikTok, and YouTube to maximise reach within the Indian community
Generated 550K+ total views and 7,900+ engagements, driving strong visibility and interaction during a key retail period
Achieved engagement rates in line with or above platform benchmarks, indicating strong audience relevance and content effectiveness
Leveraged video-first, lifestyle-driven content to enhance product appeal and increase shareability
Successfully connected with a culturally specific audience through targeted influencer selection and platform strategy