Wishlink: Event-Led Growth 🚀

About Wishlink

• Wishlink is focused on driving creator-led e-commerce in India. It is solving the problems faced by 3 sides of the puzzle (creators, brands, and end users) wrt to creator-led marketing.
• Let’s talk about brands first:
• • All D2C brands want growth with a reasonable ROI. Most D2C brands focus on running Meta/ Google Ads to drive traffic to their websites and spend a disproportionate amount of their marketing budget. However, they end up getting a ROAS of 3-4 only, implying 25-35% margins are shared with Meta/ Google, making this channel cost-ineffective for brands.
  • Brands have realised the value of working with creators to create hype and awareness about their brand & product offerings. However, the current market solution is to work with multiple agencies with limited visibility on results and fixed-cost model where marketers have pay lump-sum amount to agencies for campaigns.

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​→ Enter Wishlink! 👖👚

• Wishlink allows brands to get onboarded with Wishlink tech-stack where we do integrations with brands’ websites and track every user that comes either via links shared by creators on social media (Instagram stories, Highlights, Linkin bio, YT description box, etc.) or via creators’ storefront, thus, giving clear attribution to creator channel.
• Brands pay on a cost-per-sale model and pay 10-20% of their margins to creators via Wishlink, making this channel more efficient than Meta/Google ads, even at scale.

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• Now the creators:
• • Creators have to partner with multiple agencies to get brand collaborations. At times, they are flush with collabs. while at other times, they don’t find work. This is truer for budding creators
  • While creators post on avg. 30 posts on Instagram/YT in a month, only 4-5 are monetised as they are paid by brands, while remaining posts are non-monetised, thus, representing a huge opportunity for them to improve their earnings
  • Creators need to share multiple links with users who ask them about links of their videos/ posts in DMs. There is currently no way for creators to keep all their recommended collections/ products to keep at one single place.
  • Creators have to have to block their capital to buy fashion clothing to make videos (and then return, which doesn’t get accepted in most cases as not all brands have good return policies), thus, limiting their ability to create more content.

→ How does Wishlink solve the above problems for creators?

• Wishlink provides creators access to all brands & e-commerce marketplaces, thus, all their content with these partner brands can be monetised by putting links of their fav products directly from brands’ websites on their social media. Creators no longer need to work with multiple agencies
• Wishlink creates a “storefront” (refer to below image) for creators allowing them to put all their fav collections/ posts at one place and share it via the Link in Bio or DMs to their followers
• Wishlink also partners with brands to enable sourcing of products for creators, thus, enabling creators to put out more content.

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• Finally the end users:
• • Users have a strong affinity & likeability towards creators as they put show “trendy” and “new” products in their reels & stories. This enables users to “discover” fashion and see it worn by a creator (rather than relying on images on Myntra/ FK/ Amazon/ D2C brand websites)
  • Increasingly, more users are spending their time on social media and consuming content by these creators who put fashion-related content (e.g. GRWM, product reviews, shop the looks like airport looks, office wear, Rakhi wears under 999 etc.)
  • However, users don’t have an easy way to access and buy the recommended clothes from Instagram. Some users are relying on taking screenshots and use search by image on Myntra/ Amazon while others are saving reels on Instagram. In most cases, users are not able to find the same product put by the creator.

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→ How is Wishlink solving for end users?

• Wishlink is enabling discovery-led shopping for users on Instagram & YT by allowing users to directly buy from the creator’s storefront (shared by creators) and not wait for links (or worse, having no way to access the actual product)

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Litmus test to ELG for Wishlink

Basis the below Litmus test, Wishlink is ready to use ELG for achieving its creator growth objectives.

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Event Objective

Wishlink should have Engage events, given its current scale and objective of building a healthy pipeline of creators and convincing on-fence creators.

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🎯 Goal is to acquire & onboard ~50 creators from a single event in a city and then repeat such events in each metro city

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Who should attend Wishlink Events? - ‘Ideal Attendee Profile’

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1) Mature fashion/BPC creator​

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2) Budding creator

💡 Why are these 2 profiles our IAP?

Mature creators have strong followership base and relevant audience who likes to consume & buy fashion. Converting these creators will bring maximum GMV to our business.

While mature creators bring higher GMV, the pool of such creators is limited and difficult to convert due to ongoing brand collaborations that pay them well 🤑, hence, it is important to capture budding creators (mid-tail and long-tail) early on and help them grow both their followership & earnings.

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At what stage do the 2 IAPs fall?​

The Topics

The biggest problem faced by creators is to figure out ways to maximise their earnings. Hence, we plan to create an event on this topic.

Potential Event Speakers

​Our preferred creator will be one that has seen the journey from a micro-influencer to a famous influencer with at least 150k followers and have seen earnings growth post their association with Wishlink. We will be reaching out to above top influencers to come and share their experience, along with tips & tricks to maximise their earnings.

Reachout Email Inviting Speakers

​Hey Gima!

We love your content and have followed your journey on Instagram & YT.

We thought it would be a good time to give back to the influencer community. Hence, we are curating our biggest event named ‘Wishlink Connection Series’ where our biggest creators (like YOU!) share “Your influencer journey” and speak on the topic “Tips & tricks to maximise earnings”.

We would love to have you take center stage with 4 other top creators on 1st Sep, 2023 at Hotel XYZ in New Delhi. The speaker series will live-streamed on our social media handles and attended by many mid-scale and budding creators.

Creators like Zoula and Sana Grover have already signed up and we can’t wait to have you onboard for this event.

Looking forward to your “Yes”!

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PS: Special goodies worth Rs. 10k from our partner brands & potential brand collabs from our event sponsors for you. We will be setting up 1:1 sessions for you with all our brand event sponsors.

Cheers

Jatin

Event Design

Format

• Offline event in a place with a chill vibe with 2-3 Speaker sessions on a single day, with lot of fun & engaging activities for influencers

Duration and Structure

• 4 hours event covering all acts (excluding food & drinks break)

Platform

• Offline event at a hotel conference type room with capacity of 200+ people, with a center stage and ability to support group activities (e.g. different break-out rooms, food & drinks section etc.)

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​Pre Event Engagement Strategy

1. Regular posts by speakers on Instagram & YT with increased intensity closer to the event
2. Creating hype via Wishlink social media handle for creators (5k+ followers)
3. Referral program:
4. 1. Creators signup and refer their creator friends
   2. Top 3 referrals get guaranteed goodies from event sponsors
   3. Asking creators to post stories with their invite link to generate virality
5. Emails via Luma to signed up creators. Email types:
6. 1. Reminder mails
   2. Asking for questions
   3. Sneak peak into events
   4. Sponsor brands and goodies at stake

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Opening act design

• Ice-Breaker (30 mins):
• • Divide the creators into teams and play a game. Winners get sponsor goodies (thus, working as an incentive)
• 1st session (1 hour):
• • Speakers: gima_ashi & thepearshapedstylist
  • Topic: Journey from micro-influencer to macro influencer
  • Style: Moderator style Q&A format (moderated by Wishlink Brand Lead)
  • Q&A section

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Middle act design

• Brand Connect (30 mins):
• • Small quiz and Truth-and-Dare sort of game with creators. Winners get goodies from sponsors and barter (free products)
• 2nd session (1 hour):
• • Speakers: Zuola & Sana Grover
  • Topic: Tips & Tricks to maximise your earnings
  • Style: PPT format
  • Q&A section

​Closing act design

• Final Breakout room Q&A (30 mins): Free flow Q&A with Wishlink Brand Lead & speakers in break-out rooms, creators go from 1 room to another and answer questions
• Rewards to participating creators (30 mins)
• • Best Dressed influencer
  • Most Curious influencer
  • …5 more such rewards

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Metrics to Track

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Post-event sustenance

1. Reach-outs by Creator acquisition team to all participating creators via calls, Instagram DMs, Whatsapp etc.
2. Stories on Wishlink social media handle post event for next few days
3. Summary video of the event shared with participating creators to re-post via their account

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