The Whole Truth (TWT) launches an unconventional campaign to recruit the first cohort of HONEST Influencers (while uncovering the truth behind misleading influencer marketing)
In a world where the difference between real reviews and bought opinions is tough to identify, a clean-label food enterprise endeavours to uncover the whole truth.
The Whole Truth (TWT) – India’s first 100% clean-label food brand – has launched a unique social media campaign called ‘The Whole Truth-Sayers’, aimed at finding (and working with) an honest set of influencers whose opinion is based on actual experience rather than a mere monetized collaboration with brands.
How is TWT going to do this?
TWT believes that Influencer Marketing is broken. They also believe that if the emperor doesn’t have any clothes, someone should call it out, and then go put a shirt on the poor guy’s back. That’s the spirit behind creating The Whole Truth-Sayers, TWT’s take on influencer marketing.
The video features Shashank Mehta – Founder & CEO of The Whole Truth – who cheekily but truthfully calls out how the trend of influencing has lost its core essence. He talks about how influencer marketing came into play as the answer to inauthentic celebrity marketing but has turned into a marketing gimmick in recent times. For the right
price, experts started selling their influence, rather than telling the truth and influencer marketing thus became the problem it was meant to solve.
Mehta then goes on to explain that TWT believes there still are honest influencers out there, and how The Whole Truth-Sayers campaign aims to shine the spotlight on them. All they need to do is create a video depicting ‘The Whole Truth of Influencer Marketing’ as they see it. Of all the entries, Shashank and an esteemed panel of judges (Gul Panag, Varun Duggirala, Vani Dandia and Suchita Salwan) will shortlist the 50 most deserving participants purely based on their honesty, creativity and transparency.
The jury will have these 50 participants create a concept note for their next content piece – a true opinion about TWT. Only if the influencers actually love TWT and what they do, will TWT work with them. The first 20 such influencers will form the first batch of The Whole Truth-Sayers.
What does ‘work with’ mean?
The Whole Truth will pay for the influencer’s art, hard work and talent – not their opinion. So any equipment fees, production fees, location costs etc, (within a pre-agreed budget) will be taken care of.
TWT will not influence the influencer’s opinion or interfere with their art. Neither will they give a brief or push pre-set scripts. Whether the Truth-Sayers choose to make a video or write a blog or make a podcast to introduce The Whole Truth to their followers – the brand will offer complete support. And zero-intervention.
Talking about the campaign, Shashank Mehta, Founder & CEO, The Whole Truth says, “From the very start, we have believed in the power of truth. That is what TWT is all about – telling our customers exactly what we are offering them in our products. We exist to bring 100% transparency to food. To release it from the grip of big-food marketeers. To make food real again. And now we’re trying to do the same to Influencer Marketing.
We’ve all witnessed how the concept of influencer marketing began, but slowly lost its credibility because brands began using the power of money to overpower truth. With this campaign, our objective is to bring back the honesty, the truthfulness that was the spirit of influencer marketing. People listen to and believe influencers so there is a great amount of responsibility and expectation they ought to live up to. With this campaign, we are calling out to those honest, truthful, unbiased influencers whose opinion can be relied on 100%.”
TWT is a healthy packaged food brand whose simple philosophy is that good food is made of good ingredients. They believe simple, homely ingredients, and minimally processed, are the secret to nutritious, tasty food. That’s why they only make food where they can proudly declare each and every ingredient upfront. Not hide it, in microscopic font, at the back! They created The Whole Truth Sayers campaign by keeping this philosophy at its very core to find those who share the same ideology.
To participate in the campaign and demonstrate real, absolutely credible influencing power, individuals can watch this video and follow the instructions here that will help them become a Whole Truth Sayer.
Website Link: https://thewholetruthfoods.com/