The document discusses Nykaa's social media marketing strategies, emphasizing its crucial role in driving website traffic and customer engagement. Techniques include personalized experiences, influencer collaborations, and diverse content strategies on platforms like Facebook and Instagram. It also notes the challenges in measuring the effectiveness of social media as a revenue tool, particularly during COVID-19, when Nykaa adapted by providing tutorials and engaging content.

1. Digital Business
Management Project
On
Social Media marketing Strategies
practiced currently by NYKAA
Submitted to- Submitted by-
Dr Archana Yadav Shweta Richhariya
MBAN1MG18064

2. About Nykaa
 Nykaa is an Indian retail seller of beauty,
wellness, and fashion products
 Customer service: 092222 01010
 Founder: Falguni Nayar
 Founded: 2012, India
 CEO: Falguni Nayar (2012–till date)
 Headquarters: Mumbai

3.  From content marketing for goodwill to lead
generation, social media holds a multi-
dimensional role for start-ups.
 Social media is crucial to the success of
any company's digital marketing strategy

4. Social media marketing has
shaped the website’s
positioning in many ways-
 Social media help in driving traffic to
Nykaa
 kind of content hooks should fashion
beauty brands create for high
engagement through social channels
 Content marketing is a major
challenge for start-ups mainly due to
budget constraints

5. Major techniques used by nykaa for
social media marketing
 Chatbots
 personalized experience for
customers
 efficient content marketing strategy
 community for audience
 diverse content strategy

6. Major techniques used by Nykaa for
social media marketing
 profiles on the relevant channels
like facebook,instagram,etc
 They tell stories by going live
 cross-channel campaigns

7. Nykaa on facebook
Nykaa is potentially active on Facebook as
compared to other social media channels
 Our strategy on Facebook involves using the
power of influencers – mainly beauty and fashion
bloggers/vloggers that have a strong, niche
following to help us spread the reach of our
content. We also tie up with our partner brands
and post content which help us leverage their fan
base. We have close to a million followers on
Facebook, so we like to provide our fans with
exclusive offers to keep them engaged and
shopping! We also do a lot of data analysis to
figure out which content peg can be revisited or
trashed.

8. Nykaa facebook page

9. Nykaa on instagram

10. What is the biggest social media
marketing challenge for e-commerce sites
like Nykaa?
 The biggest challenge faced is coming to terms with the fact that
social media is more often than not, a part of a consumer’s
purchasing journey and not the final outcome.
 It is extremely difficult to attribute the success of social media
campaigns and posts unless there is a direct link-click and
purchase.
 We should treat social media as more of a brand building tool as
opposed to a revenue generating medium.
 At Nykaa, based on a 7-day view through analysis, social media
contributes between 21% to 23% of all purchases from non-paid
channels such as direct, organic etc. For all purchases through
paid medium, social media influences about a tenth of them (9%).

11. Nykaa’s strategy during the covid-19
lockdown
 Nykaa is coming up with various
tutorials and videos related to
skincare, hair care and other beauty
regimes
 Nykaa is also launching innovating fun
games that keeps customers
encouraged