Overnight Successes: How Digital Marketing Contributed to Mamaearth’s Rise to Fame
While it is very easy to say that this brand or that company just became a success overnight, it is almost always never the case. In Mamaearth’s case, this ‘overnight’ success took them three to four years to achieve.
Marketing, naturally, plays a major role in any business’s journey and can make or break it. Further, the ‘atma nirbhar’ aspect of every business was properly tested owing to the pandemic and the endless challenges that it brought.
Today, we’ll be discussing the advent of Mamaearth and how it gradually became the company it is currently with the help of some super effective digital marketing techniques.
How did it all begin?
“We are a generation of Google parents. After many rounds of qualitative research with millennial parents, we realized that there is a big gap in the demand and supply for toxin-free baby care products,” said Ghazal Alagh, co-founder of Mamaearth, in an interview.
After young parents Varun and Ghazal Alagh came to the realization that they were having a hard time procuring products that were safe and non-toxic for their baby, it became evident that it was not going to be an easy task to find them in the country.
Source: Your Story
In 2016, post the birth of their son, they did their research and saw that most babycare products that were available consisted of harmful chemicals such as sulfates, parabens, and bleach which aren’t good at all for a baby’s body and can build toxicity.
They began sourcing products from the US to stay on the safe side. However, this was not something they could keep up with as it was proving to be very expensive. When they heard about similar problems being faced by other parents as well, an idea began to form in their minds.
Manufacturing products that were safe, organic, and cruelty-free by international standards became their mission. It was then that the Alaghs decided to establish Honasa Consumer, the company that operates Mamaearth.
Challenges and their solutions
Initially, Mamaearth’s ecommerce business was fetching around 20-30 orders in a day. However, the brand’s growth was such that within a span of months, this number multiplied by 20 and became 500-600 orders in a day.
However, initially, they weren’t equipped to deal with such a hike in demand. There were issues such as an absence of inventory tracking, an unorganized workflow that was not being able to manage the high number of demands, high shipping costs, and so on.
But they were able to fix them. With the help of centralized inventory management, bulk processing of orders, and other such means, they got the situation under control and kept moving forward.
The marketing of the brand ‘Mamaearth’
The one thing that can be observed from the marketing style of this brand is they don’t settle. Their strategies keep evolving as does their value and place in the market. They have mastered how to continuously keep adapting to their rapidly growing presence in the market.
When they were just starting out, and they needed to create a buzz about their arrival in the scene, they had a very focused customer group – mothers and babies. However, as they started branching out, their strategies grew as well.
Using digital platforms
They understood the importance of digital marketing from the get-go and primarily focused on using it to spread awareness about their brand. Since most people turn to Google to get any information they need, having a viable digital presence is vital for the growth of any business.
Digital platforms help in building the credibility of a brand. Therefore, their products are available on several platforms such as Amazon, Nykaa, Flipkart, along with their official website. In fact, as they were able to effectively harness the power of these different platforms, 90% of their sales are made from these only.
Effectively spreading the brand’s message
Their purpose is reflected in their brand’s message, “Goodness inside”. The whole intent behind the inception of the brand was to create quality products so that their customers are provided with the best of products. Even though their rates are slightly high, the quality makes them worth it.
They have leveraged the power of word-of-mouth as well as a part of their marketing strategy. Naturally, people tend to listen to what other people think since it makes the suggestion seem more authentic and truthful. Further, they have also pitched a lot of mom bloggers to promote their products since they are ardent believers of ‘mum-power’.
Channeling the power of social media
The sheer enormity and power of social media is not lost on anybody. It is one of the most effective means through which brands can reach their target audience, directly. Social media marketing had, thus, played a key role in Mamaearth’s marketing strategy as well.
The brand has a pretty active profile across the various social media platforms such as Instagram, Facebook, and Twitter. They are constantly engaging with customers and making sure to make them feel heard.
Leveraging influencer marketing
We all remember that time when suddenly, everyone was talking about Mamaearth. This sudden shift which made them the center of attention happened because of influencer marketing. The brand managed to rope in so many influencers that overnight, they became a household name.
Source: MarqueEx
They collaborated with influencers of different age groups to reach their varying audiences and widen their reach. The company is working with as many as 500 mom bloggers to optimally use word-of-mouth to promote their products across digital platforms.
The brand understands that when an influencer suggests something, their followers usually listen and their suggestions play a major role in their purchase decision-making process. All over social media, Mamaearth spread their word with the help of influencers and swiftly created a name for themselves and generated a massive revenue that exceeded Rs 100 crores!
Amplifying their presence with celebrity endorsements
When Shilpa Shetty came onboard and became an investor, and then an ambassador of the brand, they grew faster than ever. Shetty used her social media presence and gave the brand more exposure.
Source: EasyEcom
Along with her, other celebrities such as Neha Dhupia, Anita Hassanandani, and Shehnaaz Gill have also been promoting their products. The brand is also one of the sponsors of one of the biggest reality shows of India – Bigg Boss. Their association with the show and its contestants also contributed majorly to its promotions.
While in the beginning, they were hesitant to do television advertising, recently, they ventured into this area as well. They came out with an advertisement for their onion hair oil starring actors Aahana Kumra and Pavail Gulati a few months back, and since then they have come out with several others.
What sets them apart?
They decided to take the risk others weren’t ready to take and stuck to their roots. While many understand the importance of onion juice for the hair, not many are willing to squeeze the juice and use it. The same is the case with the traditional ubtan recipe for clear skin.
Therefore, the brand has launched both these products and that too using only quality material. This is what sets them apart, their focus on quality, traditional methods, and natural chemical free products.
Source: Fashionfrill
Final words
The D2C (Direct To Consumer) personal care brand Mamaearth is only growing each day. Add to the fact that the pandemic has been a blessing for all online businesses has only contributed to their continuing success in the field. They have never shied away from taking risks and the result is the empire that they have created, which is being valued at $350-400 million currently.
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