Nykaa's Digital Marketing Strategy | Case Study
Are you also impressed with the surge of Nykaa in the market and curious to know the secret of successful Nykaa’s Digital Marketing Strategy? To your curiosity, we have compiled some facts and observed the marketing pattern of Nykaa which will help you to understand their strategy.
Today, we will cover the complete Omni-channel marketing strategies of Nykaa and how they made it outshine the crowd.
How does Nykaa start? | Evolution
Nykaa is an e-commerce website and app, a startup initiated by Falguni Nayar in the year 2012. It has its headquarter in Mumbai.
Nykaa started as an online beauty store dealing only in beauty and wellness products but sooner in 2015 it started to sell fashion products such as clothes and accessories under the name of “Nykaa Fashion”.
Moreover, in 2018, the company launched Nykaa Man, India’s first multi-brand e-commerce store for men’s grooming.
Nykaa has been in continuous growth since its starting age and got success early.
With the optimistically balanced Nykaa’s digital marketing strategy, it has started its 76 brick and mortar stores across the country.
In 2020, it was valued at around ₹85 billion (US$1.1 billion) making it the first unicorn startup headed by a woman in India.
All about Nykaa’s Digital Marketing Strategy
Nykaa’s has focused on digital marketing rather than on any other traditional marketing format. As their mode of sale was online, they did not waste their resources on high-end traditional marketing but targeted online customers only.
Nykaa’s niche was very much clear and so was their audience. Initially, its audience was only girls and ladies. Therefore, they were clear with their audience.
Later on, in 2018 when they started Nykaa Man, the audience expanded, including men.
But the major audience of Nykaa is women, which is understood, how? It has signed its brand ambassador Jahnvi Kapoor endorsing its beauty products.
Again, the market of Nykaa is online. They have launched their website and app, from which their customers can directly buy products. It claims over 2,00,000 of different 2,000 brands, which make it highly convenient for its customers to buy anything or everything from Nykaa. It offers domestic brands, international brands, luxury prestige brands, and premium brands.
Nykaa targeted its online audience through social media, search engines and worked almost on every digital marketing channel.
The well- balanced Digital Marketing Strategy of Nykaa
Nykaa has executed a well-balanced blend of all digital marketing and yet became successful in influencing people over the internet.
Social Media Marketing
The backbone of Nykaa’s digital marketing strategy is social media. It targets its social media’s audience by continuously engaging the people with their social media. From announcement of a new product to amazing deals, Nykaa has successfully grabbed everyone’s attention.
Impressively, Nykaa did not mixed up its different product line under on name on social media but created individual accounts for every product line that clearly define its niche and made it easy for the audience to reach out, what they’re looking for.
Another impressive step taken by Nykaa is their Influencer Marketing. This strategy has shown how strong and smart their digital marketing team is.
Now, through their strong influencer marketing, they not only expanded the network of their audience but has achieved the credibility of the public. With the help of the influencers, Nykaa has peeped into almost every women’s profile.
Nykaa has leveraged online influencers to deliver the word “Nykaa” to their audience. Since every influencer on social media is promoting Nykaa, therefore people have developed a feeling of trust in Nykaa.
YouTube marketing is yet another exceptional example of Nykaa’s digital marketing strategy that has shown an idol customer-oriented modern marketing.
They have managed to engage their audience by sharing videos in which influencers were seen teaching about makeup tricks & tips, showing skincare, and lot much.
The content marketing used by the marketing team is done keeping in mind the reading lovers among their audience. Here, Nykaa was not only sharing its products but teaching about some genuine tips and healthy lifestyles.
These helpful blogs or content have helped Nykaa to broaden its reach on search engines. Like YouTube, it has created diverse content here as well such as makeup looks, beauty tips and personal care.
Email Marketing is a very professional way of reaching out to your audience. It is usually done to provide after-sale services and to attain customer’s loyalty.
So what was Nykaa email marketing strategy?
No wonder, Nykaa has won the expectations of people by providing back to its customers through emails. Nykaa has been in constant touch with its customer through emails, either by sharing the date of their special “Pink Friday Sale” or telling them about the best products of the season.
Nykaa’s digital marketing strategy has impressed us a lot because they have not left any stone unturned. The company was very much clear with its goals and audience. The secret of their marketing strategy was that they treated their customers as the priority. The focus was not only to sell the products but to help people with what they were struggling with.
Nykaa’s digital marketing strategy is a great lesson for all the digital marketers out there. It has taught us that unless you are providing value to your customer, people are not giving you time.
The amazing buying ambience created by Nykaa gets a thumbs up from us.
Learn from such live examples and don’t wait to apply them to your strategies.