10 million organic views in 5 days – only possible with an influencer campaign!
I am talking about Lacto Calamine and how they reimagined creator collaborations, one micro series at a time.
Partnering with Social Beat and Influencer.in, the brand moved from one-off collabs to micro web series. It was short, snackable, creator-led storylines that blur the lines between entertainment and brand storytelling.
Each series was scripted, emotional, and refreshingly real. They explored insecurities, relationships, self-confidence, and identity, all while the sunscreen sat naturally at the heart of it.
The result?
→ Over 10 million organic views in just 5 days
→ 60,000+ shares, 50,000 saves, and an engagement rate of 57%
And this is just the beginning. More creators are joining the journey soon.
This wasn’t plug-and-play influencer content. It was co-created storytelling with creators handpicked for their authentic voices and given the freedom to speak the language of Gen Z.
We didn’t want to talk to Gen Z. We wanted to speak their language and that made all the difference.
A big shoutout to the Social Beat team and the incredible folks at Piramal Consumer Healthcare – Aashna Bhatia, Sawan Acharya, Aditya Sharma and Shruti Punn for making this possible.
And to our brilliant creators for proving that authentic, creator-first storytelling can be both impactful and organic.
Check this link to watch one of the episodes. Fair warning though, it doesn’t look like an ad at all: https://www.instagram.com/reel/DPOcTKOjMIz/
