International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Effectiveness of the 'I Promise' Campaign and Influencer Engagement in Driving Sales Performance: A Study at the Organisation, Chennai

Author(s) Mr. Nandhu M P, Dr. K. Kaaviya
Country India
Abstract The steel industry is a critical pillar of India's infrastructure and construction ecosystem. In an increasingly competitive landscape, companies must adopt innovative marketing strategies to differentiate their brands and strengthen customer relationships. This study evaluates the effectiveness of the 'I Promise' Campaign and influencer engagement in driving sales performance at the organisation, a steel manufacturing company operating under the iSteel brand. The main objective is to analyse how campaign-based marketing and influencer engagement strategies impact brand awareness, dealer trust, and sales growth. Primary data were collected from 120 respondents comprising customers, sales executives, dealers, engineers, and contractors, using a structured questionnaire via Google Forms. Statistical tools including percentage analysis, Chi-Square tests, and One-Way ANOVA were employed for analysis. Key findings reveal that 85% of respondents are aware of the 'I Promise' Campaign, 80% reported an increase in monthly sales, and 77.5% of all Likert-scale responses reflected strong agreement with the campaign's positive impact. The study concludes that the integration of the 'I Promise' Campaign with targeted influencer engagement is a highly effective strategy for enhancing brand equity and sales performance in the steel sector.
Keywords Influencer Marketing, Campaign Effectiveness, Sales Performance, Brand Awareness, Dealer Trust, iSteel, TMT Bars.
Field Business Administration
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-04-03
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.73448
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