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Digital Marketing Strategy by Tanisha Uchil

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About IIDE - The Indian Institute of Digital Education (IIDE) evolved from the need for digitally skilled resources in India. All businesses in India are transitioning to the Digital Space for effective business. This has led to a high rise in demand for digitally skilled resources.
The current Indian Education system ignores this demand and is unable to cater to the needs of new businesses. IIDE is catering to this industry requirement and creating future digital entrepreneurs. To create quality output, educational houses need to have world class mechanisms and IIDE has adopted just that.
About Nykaa - Nykaa has emerged as the largest beauty destination in India with half a million happy customers depending on us not just for their favorite brands but also for advice, updates, expert tips and videos on how to look and feel gorgeous always! With almost 400 curated, well priced and 100% genuine brands and 35,000 products, Nykaa prides itself for offering a comprehensive selection of makeup, skincare, hair care, fragrances, bath and body, luxury and wellness products for women and men. We aim to please, going to the farthest corners of the country to reach you! Today Nykaa ships across the length and breadth of the country to almost every zip code using the services of leading and reliable courier companies.

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Digital Marketing Strategy by Tanisha Uchil

  1. 1. Tanisha Uchil
  2. 2. About
  3. 3. Online store as well as an offline retail store
  4. 4. ORDERS Graph taken from YourStory.com
  5. 5. 650+ Brands
  6. 6. Nykaa’s Marketing strategy
  7. 7. Social Media
  8. 8. Instagram 237k followers with about 2600 posts
  9. 9. Super frequent posts Aesthetic posts Good quality images Updates about ongoing sales
  10. 10. Facebook Over 20 lakh likes
  11. 11. Sale Updates Product posts Live - streams Blog post links
  12. 12. YouTube Over 100k subscribers and about 180 videos
  13. 13. Frequent Video posts Featuring website products in videos Videos by popular beauty bloggers/ influencers Useful tips and tricks
  14. 14. Twitter Almost 19k followers and about 10k likes
  15. 15. Customer retweets Sale updates Replies to customers Product posts
  16. 16. Campaign: #BreakTheHashtag
  17. 17. The #BreakTheHashtag campaign got about 240 entries
  18. 18. GOOGLE SEARCH ADS
  19. 19. Facebook newsfeed and right column ads
  20. 20. INSTAGRAM ADS
  21. 21. DICOUNT COUPONS AND OFFERS
  22. 22. SALES DURING HOLIDAYS AND FESTIVALS
  23. 23. NYKAA’S BLOG: BEAUTY BOOK
  24. 24. Promoting products through blog posts
  25. 25. BEAUTY AND WELLNESS ADVICE FROM EXPERTS
  26. 26. NYKAA’S FEMINA BEAUTY AWARDS
  27. 27. PRESENCE OF CELEBRITIES AND POPULAR INFLUENCERS
  28. 28. COLLABORATIONS WITH INFLUENCERS
  29. 29. Organizing meet & greets with influencers
  30. 30. COLLABORATIONS WITH YOUTUBERS
  31. 31. Competitive Research
  32. 32. Purplle Sephora Competitors (Local) (International)
  33. 33. ABOUT SEPHORA Sephora opened its first U.S. store in New York’s Soho neighborhood in 1998 Sephora operates approximately 2,300 stores in 33 countries worldwide Sephora.com Sephora app
  34. 34. ABOUT PURPLLE
  35. 35. Social Media Nykaa Sephora Purplle 238k followers 11.2M followers 25.4k followers 2M likes 15M likes 261k likes 18.9k followers 2.2M followers 6.6k followers 117k subscribers 787k subscribers 126 subscribers AT A GLANCE
  36. 36. Avg. Instagram likes: 2k Avg. Instagram comments: 20 Avg. Twitter favorites: 10 Avg. Twitter retweets: 2 Avg. Facebook likes: 2k Avg. Facebook comments: 10 Avg. Facebook shares: 10 Avg. YouTube views: 30k Avg. YouTube likes: 1k Avg. YouTube comments: 500
  37. 37. Avg. Instagram likes: 70k Avg. Instagram comments: 100 Avg. Twitter favourites: 200 Avg. Twitter retweets: 30 Avg. Facebook likes: 10k Avg. Facebook comments: 100 Avg. Facebook shares: 200 Avg. YouTube views: 15k Avg. YouTube likes: 500 Avg. YouTube comments: 20
  38. 38. Website has a clean look, well organized and easy to use
  39. 39. #BeautyTogether
  40. 40. 20 second videos
  41. 41. High quality aesthetic images
  42. 42. Avg. Instagram likes: 60 Avg. Instagram comments: 3 Avg. Twitter favourites: 2 Avg. Twitter retweets: 1 Avg. Facebook likes: 30 Avg. Facebook comments: 5 Avg. Facebook shares: 2 Avg. YouTube views: 50 Avg. YouTube likes: 5 Avg. YouTube comments: 2
  43. 43. Decent looking website but a little clustered
  44. 44. Mostly just product posts, not much interactive content
  45. 45. Not a lot of effort and thought is put into video creation
  46. 46. Target Audience
  47. 47. Female: Male customer ratio is 80:20 Data collected from YourStory.com
  48. 48. Name: Shreya Sharma Gender: Female Age: 19 Income Status: not earning but comes from an upper middle class family Studies BMM in UPG college Location: Mumbai Additional details: follows beauty bloggers and YouTubers, loves makeup, out going, loves dressing up, active on social media. BUYERPERSONA1
  49. 49. Name: Pritika Gupta Gender: Female Age: 24 Income Status: 40000 a month Location: Moved to Mumbai for a job. Additional details: likes dressing up occasionally, wears makeup to work, more of a quite person, enjoys small gatherings, likes to read and listen to music, likes exploring new places to eat. BUYERPERSONA2
  50. 50. Name: Sonali Malhotra Gender: Female Age: 35 Income Status: Doesn’t earn but belongs to an Upper class family Location: Delhi Additional details: attends kitty parties, loves brunching with friends, vacations around every summer with family, loves high end products and designer clothes. BUYERPERSONA3
  51. 51. Name: Sameer Khanna Gender: Male Age: 28 Income Status: 60000 a month Location: Bangalore Additional details: loves shopping, total brand enthusiast, well groomed, loves watching sports games, hangs out with friends every weekend, loves to party, car enthusiast as well BUYERPERSONA4
  52. 52. SEO Audit
  53. 53. SEO Report
  54. 54. Keywords the website come first on google for
  55. 55. BACKLINKS
  56. 56. Recommendations for better SEO of the website
  57. 57. 10 KEYWORDS CHOSEN FOR THE BRAND Colorbar nail polish Nail paint colors Nail paint shades Eyeshadow kit Lakme nail polish Colorbar lipstick Mac lipstick India Best lipstick in India Best eyeshadow palette Matte lipstick online
  58. 58. Social platforms
  59. 59. Content bucket
  60. 60. BLOGS Reviews DIY Informative PRODUCT POSTS New Arrivals Trending product Sale updates VIDEOS Tutorials Tips DIY CAMPAIGNS #LetsGetReal #YouDoYou #WhatsYourMacho FESTIVALS Creatives GIF’s Videos MEMES Funny Informative Interactive
  61. 61. Campaigns
  62. 62. #LetsGetReal
  63. 63. #YouDoYou
  64. 64. #WhatsYourMacho?
  65. 65. Brand mood board
  66. 66. Century Gothic Century Gothic Century Gothic Abcdefgh ijklmnopqrstuvwxyz
  67. 67. Blog campaign
  68. 68. Email Marketing campaign
  69. 69. Email 1: Review products bought Target Audience: Existing Customers If opened Email 2 : Discount on next purchase If not opened Email 3 : Get rewards for reviewing products Email 4 : Blog article about summer essentialsOpened/ not opened Email 5 : Sale update
  70. 70. Email 1 : Enjoying your products? review us! Email 2 : Just for you: 15% off your next order Email 3 : Get rewards by just reviewing our products! Email 4 : We’ve got you covered to make this summer a fabulous summer! Email 5 : It’s Official : The SALE is here! EMAIL SUBJECT LINES
  71. 71. Influencers
  72. 72. DEBASREE BANERJEE 112k followers 15k likes 10k followers 104k subscribers INFLUENCER 1
  73. 73. BLINDFOLDED MAKEUP CHALLENGE
  74. 74. AASHNA SHROFF 351k followers 27k likes 3k followers 66k subscribers INFLUENCER 2
  75. 75. GIVEAWAY WITH NYKAA PRODUCTS
  76. 76. ANKITA SRIVASTAVA 90k followers 125k likes 10k followers 204k subscribers INFLUENCER 3
  77. 77. Short Facebook videos
  78. 78. SIDDHI & VARUN (settlesubtle) 60k followers 4k likes INFLUENCER 4
  79. 79. Posts about Nykaa on their social media
  80. 80. LARISSA D’SA 145k followers 12k likes 9k followers 80k subscribers INFLUENCER 5
  81. 81. SNAPCHAT TAKEOVERS
  82. 82. Online platforms
  83. 83. Blogs about Nykaa on popular beauty pages
  84. 84. Reviews on the App store and Google play store
  85. 85. Mentions on realreviews.in
  86. 86. Media related
  87. 87. BUDGET DIVISION Google Ads Facebook & Instagram Ads 30k a month20k a month 10k per ad to run for 10 days Google search and display Ads
  88. 88. FACEBOOK AD 1 Target Audience
  89. 89. Placements
  90. 90. AUDIENCE SIZE
  91. 91. Budget & Schedule
  92. 92. Bid Amount
  93. 93. CAROUSEL ADS
  94. 94. FACEBOOK AD 2 OBJECTIVE
  95. 95. Target Audience
  96. 96. PLACEMENTS
  97. 97. AUDIENCE SIZE
  98. 98. Budget & Schedule
  99. 99. Bid Amount
  100. 100. PAGE LIKE AD
  101. 101. FACEBOOK AD 3 OBJECTIVE
  102. 102. Target Audience
  103. 103. PLACEMENTS
  104. 104. AUDIENCE SIZE
  105. 105. Budget & Schedule
  106. 106. Bid Amount
  107. 107. CLICKS TO WEBSITE AD (FACEBOOK DESKTOP AD)
  108. 108. CLICKS TO WEBSITE AD (INSTAGRAM AD)
  109. 109. https://tanishauchil.wixsite.com/nykaasample LANDING PAGE
  110. 110. GOOGLE SEARCH ADS Sample 1
  111. 111. Sample 2
  112. 112. OUT OF THE BOX
  113. 113. THANK YOU

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