Overview
It’s the journey of Mamaearth to stand out among the growing brands within the same industry. With the help of our creative minds at DTDT Media, we built trust among the audience and created a very realistic marketing campaign.
Challenges & Objectives
Mamaearth’s hair and skin care products are toxins-free, with natural ingredients. However, with the growth of more brands in this category, the brand faced challenges in building credibility and standing out in the competition.
At this moment, Mamaearth needed a strong campaign to build trust among the target audience and spread awareness among them.
Strategy & Execution
Our game plan? We approached Anita Hassanandani, a well-known face on TV, for over 12 months of long-term strategic association with the brand. She became the voice of Mamaearth in her everyday moments. This wasn’t just a pitch; it was her life.
We did this to build loyalty and trust for the brand. The timing took a significant role here because the association started right before Anita gave birth to her baby. And mothers are cautious about the brands they choose for themselves and their babies.
That’s how she exposes her faith in the ethos of the brand. Moreover, after giving birth, women face hair and skin concerns., That’s where we stepped in as their trusted partner on her new journey.
Result
We created 12 videos for Mamaearth covering its three different categories of products: hair care, skincare and baby care. And here’s the impact on Instagram;
- Total 10,393,439 views,
- Total 862,328 Likes,
- Total 7,536 shares.
Moreover, we achieved a CPV rate of 0.50, lower than the industry CPV of 0.76 Paisa, making this an extremely fruitful association for the brand.
Contact us if you’re interested to know more about our work!