Timeline
2017 - 2020
Industry
Influencer Marketing
Role
Product Manager (Company Project)
Plixxo was acquired and merged into the Good Glamm Group in 2022, concluding its 5-year journey of serving Indian content creators and brands
By March 2017, POPxo had been manually managing small influencer campaigns for over a year, helping brands connect with influencers to promote their products and services online. While these campaigns successfully supported marketing efforts, the manual processes were time-consuming and difficult to scale.
At the same time, India’s emerging influencer culture presented an untapped opportunity. We thought of Plixxo as an influencer marketing platform which would help connect brands with influencers and help expand the business.
As a Product Manager at POPxo, I led the development and launch of Plixxo, India’s first influencer marketing platform. From ideation to launch, I worked closely with cross-functional teams to bring this vision to life.
We used a structured approach to build Plixxo’s MVP — starting with market research and user feedback, then defining core features, prototyping, and iterating. We wanted to build a live platform we could take to market fast.
We focused on creating a user-friendly experience that made it easy for brands to find and collaborate with influencers, while also providing tools for campaign management and performance tracking. The platform’s launch marked a significant milestone in our journey, enabling us to scale our influencer marketing efforts and drive growth for both brands and influencers.
We invited content creators to our office and interviewed them to understand their needs and workflow as part of a brand campaign.
We spoke with brands and their marketing teams to understand the types of social media campaigns they run and the metrics they care about most.
We brainstormed ideas as a team to shape the platform and set up a dedicated Plixxo team to manage social media campaigns end to end.
Planning Plixxo's MVP features and roadmap to launch.
We tackled challenges around scalability and campaign execution to ensure the platform could support high-volume, real-time activity.
The picture below shows our core campaign flow for brand campaigns. We had to build a platform that could handle the complexities of influencer marketing campaigns, including matching brands with the right influencers, managing campaign logistics, and providing real-time performance tracking. This required careful planning and execution to ensure the platform could scale effectively as we onboarded more brands and influencers.
Influencers were used to working directly with brands. Getting them to use Plixxo meant showing clear value, making signup easy, and offering strong support.
We needed a system that made communication with brands easier and replaced manual processes to manage a social media campaign online.
With thousands of influencers onboard, we needed a reliable payment system to handle bulk payouts, stay compliant, and work for users with different financial setups.
Plixxo's campaign flow and key features to support brands and influencers.
Plixxo made a sweet debut with Cadbury’s #RealDosti campaign on Friendship Day in India, and it remains one of the most memorable campaigns I worked on .
We collaborated with Cadbury to launch their #RealDosti campaign, which celebrated the spirit of friendship. The campaign featured a series of engaging social media posts and influencer collaborations that resonated with audiences across India. It was a great way to showcase Plixxo’s capabilities and set the stage for future campaigns.
168 bloggers, 183 college ambassadors, and 100+ Instagram influencers and insiders participated, creating a massive wave of engagement.
Collectively, the campaign reached over 1,040,578 social media users, showcasing the power of influencer-driven marketing in India.
Strengthened Cadbury’s brand image through authentic, impactful storytelling on social media platforms.
Plixxo's debut campaign with Cadbury for Friendship Day in India.
The Cadbury campaign proved our platform could manage large-scale campaigns and help brands grow their reach. This success led to partnerships with other industry leaders and showed how Plixxo delivers real marketing impact.
The success of the Cadbury campaign validated Plixxo’s value proposition and demonstrated our ability to manage large-scale influencer marketing campaigns effectively. This success helped us secure partnerships with other industry leaders and showcased how Plixxo delivers real marketing impact for brands.
By the end of 2019, Plixxo had grown rapidly, connecting influencers from every city and town with brands across categories. Bloggers, YouTubers, Instagrammers, and Twitter influencers all came together on one platform powered by social media — creating new earning opportunities for everyone.
Plixxo community grew exponentially from the time of its launch.
Plixxo influencers reached over 70 million users every month through their content.
More than 300+ sharp, relevant, impactful brand campaigns were executed.
Plixxo was one of my favorite projects. Working with diverse teams and users made it fun, challenging, and full of learning. I’m proud of what my team and I built together!
This experience taught me how to navigate the complexities of building a platform from scratch, balancing user needs with business goals, and leading cross-functional teams to deliver impactful solutions. It also deepened my understanding of the influencer marketing landscape and the importance of adaptability in a rapidly evolving industry.
There are other projects you can check out to see more of my work. Also, feel free to reach out if you'd like to work on something together!
