Case Study – Influencer Marketing & Brand Awareness
COYU
Influencer collaborations executed across 2 hyperlocal Delhi NCR markets
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Key Results
Here's the full picture — situation, approach, and outcome.
The Situation
COYU needed to build targeted brand visibility and product discovery within its 60-minute delivery zones in Gurgaon and Model Town, Delhi NCR. The challenge was executing a hyperlocal influencer campaign that would generate awareness among the right audience — fashion-forward women in specific geographic markets — while also creating reusable content assets for ongoing paid and organic marketing.
The Approach
Content Vista identified and onboarded fashion and lifestyle influencers with strong, engaged followings in Gurgaon and Model Town. Influencers were selected based on audience demographics, engagement quality, and content aesthetic alignment with COYU's brand identity. Each influencer was briefed to deliver one Commercial Reel and one Instagram Story featuring COYU products.
The Outcome
The campaign not only generated immediate brand visibility but also created a bank of high-performing influencer content — enabling COYU to continue driving product discovery through paid amplification and organic distribution beyond the campaign window.
About COYU
COYU is a curated women's fashion destination offering a personalised shopping experience with a standout 60-minute express delivery feature. The brand's catalogue spans Dresses, Co-ord Sets, Kurta Sets, Sarees, Lehenga Sets, Kaftans, Bags, Jewellery, and Footwear — catering to the modern Indian woman across every mood and occasion. COYU engaged Content Vista to build brand awareness and drive product discovery among its target audience in Delhi NCR through a focused, hyperlocal influencer marketing campaign.
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The Challenge
COYU needed to build targeted brand visibility and product discovery within its 60-minute delivery zones in Gurgaon and Model Town, Delhi NCR. The challenge was executing a hyperlocal influencer campaign that would generate awareness among the right audience — fashion-forward women in specific geographic markets — while also creating reusable content assets for ongoing paid and organic marketing.
Services Delivered
The campaign was executed across two key Delhi NCR markets with a curated mix of paid and barter collaborations. Each influencer delivered a Commercial Reel and Instagram Story, with ad rights negotiated upfront to allow COYU to amplify top-performing content through paid Instagram promotions.
Build Hyperlocal Brand Awareness Through Targeted Influencer Partnerships
Hyperlocal Influencer Selection Across Two Key Markets
Content Vista identified and onboarded fashion and lifestyle influencers with strong, engaged followings in Gurgaon and Model Town — two of COYU's primary target markets in Delhi NCR. Influencers were selected based on audience demographics, engagement quality, and content aesthetic alignment with COYU's brand identity.
Campaign Deliverable Format
Each influencer was briefed to deliver one Commercial Reel and one Instagram Story featuring COYU products. Reels were chosen for their high organic reach and discoverability on Instagram, while Stories provided an immediate, direct-to-audience brand touchpoint driving traffic and awareness.
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Execute Full Campaign Across Gurgaon & Model Town
Eight Influencer Collaborations Delivered
Eight influencers were selected across Gurgaon and Model Town based on audience demographics, engagement quality, and alignment with COYU's brand aesthetic. A mix of paid and barter collaborations was used to maximise reach while optimising cost efficiency. All content was delivered on schedule with full shoot coordination, approval workflows, and post oversight managed by Content Vista.
Negotiate & Secure Ad Rights for Paid Amplification
Ad Rights Strategy
A core part of the campaign strategy was ensuring COYU retained ad rights on influencer content — enabling the brand to re-run top-performing Reels as paid Instagram ads without additional licensing fees. Content Vista negotiated ad rights terms with each influencer upfront during the contracting phase.
The system worked. Here's what it delivered.
Key Outcomes
Challenges We Addressed
Executing a hyperlocal influencer campaign across two distinct Delhi NCR markets required managing multiple timelines, shoot days, content approvals, and ad rights negotiations simultaneously — while maintaining brand consistency and on-schedule delivery across all 8 collaborations.
Results don't happen by accident. Here's why this worked.
What Made This Work
The key strategic drivers behind COYU's results.
Hyperlocal influencer selection matched to COYU's 60-minute delivery zones
Ad rights negotiated upfront for scalable paid amplification
Mix of paid and barter collaborations optimised cost efficiency
Full shoot coordination and content approval workflows ensured brand consistency
Campaign delivered on schedule across all 8 collaborations
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Will This Work For You?
This approach is ideal if you:
It may not be the best fit if:
Visual Evidence
Behind the numbers.
Real dashboards, creatives, and growth charts from the campaign.
Influencer reel — Noopur Artul x COYU
Influencer reel — Itika Kamra x COYU
Influencer reel — Nayha Rathore x COYU
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