You’ve identified the perfect influencer—their aesthetic matches your brand, and their audience is your ideal customer. Now what? The success of your collaboration hinges on the next step: designing the right kind of campaign.

In the diverse Indian market, a one-size-fits-all approach to influencer partnerships can fall flat. The most effective strategies are tailored to your specific goal, whether it's generating buzz for a new collection, driving festive sales, or building a community of loyal advocates.

Here are four effective influencer campaign models your jewellery brand can use to create authentic connections and tangible results.

1. The Gifting & Seeding Campaign

This is the foundational layer of many influencer strategies. It’s a simple, authentic way to get your products into the hands of creators and generate organic buzz.

• What It Is: You "gift" or "seed" products to a curated list of influencers without any payment. The understanding is that if they genuinely love the piece, they will share it with their audience.

• Best For: Micro and nano-influencers, building initial brand awareness, and generating a steady stream of authentic User-Generated Content (UGC).

• Why It Works in India: This model fosters goodwill and feels less transactional. For many budding creators, receiving a beautiful piece of jewellery is a powerful incentive. The resulting content often feels more genuine to their followers, as it’s not a mandated ad. It’s perfect for creating a groundswell of support around your brand.

2. The Paid Partnership (Fixed-Fee or Commission)

This is the most common model for structured campaigns with specific goals and deliverables.

• What It Is: A formal, paid collaboration. This can take two primary forms:

  • Fixed-Fee: You pay the influencer a flat rate for a pre-defined set of deliverables (e.g., one Instagram Reel, two Stories, and one static post).

  • Affiliate/Commission: You provide the influencer with a unique discount code or trackable link. They earn a percentage of every sale generated through their code/link.

• Best For: Macro-influencers, launching new collections, and driving measurable sales.

• Why It Works in India: The fixed-fee model provides predictability and is standard practice for established influencers. The affiliate model is rapidly gaining popularity as it's performance-based and highly effective. Indian shoppers are savvy and actively look for discount codes from their favourite creators, making this a win-win for the brand, the influencer, and the customer.

3. The Co-Created Collection

This is a deep, strategic partnership that transforms an influencer from a promoter into a creative partner.

• What It Is: You collaborate with an influencer to co-design a limited-edition piece or an entire capsule collection. The collection is then co-marketed to both the brand's and the influencer's audiences.

• Best For: Top-tier fashion influencers who have a distinct personal style and a highly dedicated community that trusts their taste.

• Why It Works in India: This model generates immense hype and a powerful sense of ownership among the influencer's followers. It creates a unique, limited-time product that feels exclusive. Imagine launching a "Diwali Edit by [Influencer's Name]"—the storytelling and sales potential are enormous because the influencer is personally and creatively invested in the collection's success.

4. The Experiential Event

This model moves the collaboration from online to offline, creating memorable experiences that generate a wealth of content.

• What It Is: You invite a group of influencers to an exclusive event. This could be a launch party for a new store in Mumbai, a heritage walk in Jaipur that inspired your collection, or an intimate workshop with your master karigars in Ahmedabad.

• Best For: Generating significant buzz in a short period, showcasing brand transparency, and strengthening relationships with key influencers.

• Why It Works in India: Exclusivity and unique experiences are highly valued. An event provides a backdrop for influencers to create a wide variety of content (Reels, Stories, vlogs) in a natural setting. It allows them to experience the brand's world firsthand, leading to more authentic and enthusiastic storytelling.

By thoughtfully selecting the right campaign model, you can structure partnerships that align perfectly with your marketing objectives. A balanced strategy often uses a mix of these models—gifting to build a base, paid partnerships for targeted campaigns, and a co-created collection for a major festive splash.