Instagram Marketing Strategy: #1 Mamaearth
In order to start a journey on a new social media platform, one must plan the posts prior to actually start posting any. The content below is my assumptions and some facts on how mamearth may have strategized their marketing strategy for Instagram.
Mama Earth which makes non-toxic products is very well established in India.
I will be talking about hashtags, strategies, and brand ambassadors of MAMA EARTH.
Baby products as a start are one of the key elements that gave much attention to the brand at the starting of 2017. Taking care of babies is a tough job and everyone wants to give their children the safest and the best option available in the market.
Now, if we talk about Instagram, their approach was pretty simple.
They used Illustrations and mostly some Mom reviews(2nd post) which were their primary targeted audience.
Using real images connects to the audience and builds trust with those who are looking out for better care of their children each and every day in the market.
The major hashtags used at the beginning of their posts are:
The hashtags chosen at that time were only focused on their product and nothing extra was written to fill up the spaces. Though, in the first and the latest post, there is a lot of difference in hashtags. The hashtags are chosen according to the post that needs to be shared. Only 2–3 hashtags are common that will always remain constant.
Illustrations(11th post) showing the situations people get into. In this case, it was the mother who falls into a situation because of her baby. Those are pretty relatable and sharable. This is one of the major points for any of the marketing team to actually think of cases and situations our targeted audience may fall into so that they are forced to share it with someone who is actually facing the same.
One of the illustrations(12th post) showing how mothers actually do research at the time of their pregnancy, brings so much attention as mostly everyone we know of has someone or the other who knows this struggle, and sharing this with them is like bringing back their good memories which would definitely want Users to follow the page for more such instances.
I could say that before actually collecting the content, they have interviewed a lot of women who have babies about the problems they have faced, some good memories that are more common. Necessary for connecting with people experiencing the same in the form of an image or video. Mother sharing their stories of post-pregnancy stories or pre-pregnancy stories that bring audience attention. I mean, taking reviews or asking them about instances and sharing on social media is also a good way for easy interaction.
The next major thing they did was to make videos(15–19th post) and share them with the followers showing how babies react to different things. For example, parents singing or playing an instrument. Bringing more attention to the customers. Also, some small videos of interactions and benefits of the product which helps them not to do many tasks.
Now, they shared their points on why their products are different and what they offer to their customers.
Using a lot of mother and baby images brings all the attention to the photos that actually leads to more audience attention, which eventually turns into interaction with the page even more. Small glimpses of their product with something that the mother is used to see with their babies(soft toys).
HOW TO APPLY PRODUCT
Making small videos or providing infographics to the users will help them assure that this it is easy to use and how the babies actually react to those products. Explaining our product is a way of making new customers as they would react or compare themselves with the video and try implementing it.
Why our products, how can it be used, how will I benefit, what problems will it solve. All these questions in the form of a review can be added. One of the simplest ways to make people understand stuff is by storytelling. we remember things when we are often told in a systematic manner which is how psychology works.
Asking people to participate in some contests that could bring more attention and giving them free gifts that can be movie tickets or anything that gives joy to mostly our user and their closed ones.
They also chose Kalki Koechlin and Sumeet Vyas as their first star appearances on their brand page. This was a great move as the movie named: RIBBON has just released. This movie was about unwanted pregnancy were taking care of a baby becomes very difficult and people could actually relate to the problems.
Their mouth advertisement became a good strategy as those mothers who could actually relate to the problems actually started purchasing more products.
After actually gathering some attention the brand chose Shilpa Shetty as their brand ambassador on 20th April 2018. This gave the biggest boost for the brand.
HOW TO DECIDE A CELEBRITY
The one who has the “latest” fan attention is the one who is often clicked and viewed the highest.
That is generally the reason how a movie becomes a blockbuster, and the actors are often signed at that moment for ads or next movies as they have become famous and it would obviously bring more and more attention. Also, they show in every other commercial ad afterward.
For example, Kiara Advani, a gorgeous actor whose acting was pretty amazing in the movie “Kabir Singh”, after which she was seen in many advertisements and movies.
After the few posts, the strategy became pretty simple: quotes/memes for babies, mothers, and experiences that still brings more and more attention. The page should be a balance of experiences, illustrations, real-life images, reviews, and some of the product images as well.
This helps in convincing the User who visits the profile that this brand can be trusted with just the reviews and some happy images of our already customers.
This is kind of a map they followed for their posting that helped them reach at the level they are today.