Best Brand Building B2C Case study in 2017

Sometimes companies spend millions of dollars to build their brand on the very first time, the various strategies they employ to get into their target market, but sometimes we do have to think about some of the risks that would occur if the implementation of brand building we just successfully attached to the consumer.

The main purpose of Branding Building is to get prospects and current customers to have a strong emotional attachment to your brand” so the more the company could build its brand consumers will feel the emotional attachment to brands that have been created on a particular item.

The NYX Professional Makeup’s launch of the brand was a significant success. The influencers were excited and honoured to be the first ones in the country to experience the launch of the brand. They also directed traffic to Nykaa.com (India’s number one beauty e-commerce brand house) where the products were available for purchase.

The brand’s international approach is to cultivate relationships with makeup junkies, vloggers and bloggers hence building influencer relationships is in the brand’s DNA. It’s always been NYX Professional Makeup’s aim to make influencers the brand advocates and organically building a community of people who love NYX Professional Makeup.

NYX Professional Makeup wanted to secure a strong foothold in India’s makeup industry and using the international approach the brand focused on building and further strengthening relations with influencers. The brand began segmenting the makeup community into buckets like vloggers, makeup artists, amateur makeup artists and makeup junkies. Since there were no media spends involved, NYX Professional Makeup first had to create its own social community in India.

The idea was to launch the brand in an interactive way where the fans not only connect with the brand but also feel engaged and part of the activation. Being a digital only launch, it was critical to make an impact & create buzz using social networks and tools effectively. The strategy was to do something that no makeup brand has ever done before, so NYX Professional Makeup launched in India via Facebook LIVE with an exclusive brand launch on Nykaa. The Facebook LIVE activation helped drive traffic to Nykaa resulting in booming online sales during the launch.

Digital Brand Launch

  • Facebook Live received an organic reach of 1 million and video engagement of 100K+
  • 1,000+ Organic followers on Instagram in 10 hours
  • The online queue crossed a record 50K+ subscribers in 2 weeks of preview
  • Top 2 franchises of Soft Matte Lip Cream & Liquid Suedes sold out in the first 3 hours
  • The Nykaa.com homepage NYX banner generated 2.9 million impressions
  • 257% increase in search for the term ‘NYX’ on launch day.


Kaya Ltd started its journey on 27th March 2003 and is now present across India and the Middle East. Kaya has 3 formats namely – Kaya Skin Clinic, Shop-in-shop formats that retail Kaya products and Kaya E-commerce. Understanding the emerging need of desiring to looking good, naturally, the first Kaya Skin Clinic was opened in December 2002 and now offers personalized skin & hair solutions by over 140 expert dermatologists in 27 cities with over 100 clinics across India with more than 8,00,000 satisfied customers.

Kaya is the market leader in Laser hair reduction with a market share of around 25% and is also one of the preferred brands of choice for laser hair removal. Laser hair removal is also the key recruiter category for Kaya and a way to get younger consumers to start their journey with Kaya. The challenge was that Kaya was slowly becoming a commoditized service with a plethora of smaller players offering it. The challenge being the market leader was to continue to grow the category further, make Kaya ‘THE’ preferred brand of choice in Laser hair removal across markets and engage with the customers in a way that they rely and put trust in the brand.

They added a hashtag to amplify the messaging – “With Laser Hair Reduction you can wish wear flaunt anytime anywhere. Your wish is your own command. If you wish to wear shorts everyday, wear it and flaunt it. No more hassle with Laser Hair Reduction. No more being hung up on what to wear when you have an unplanned date or a girls night out, don’t think twice before wearing a sleeveless or that skirt you got few months ago.”

To show a practical example they showed some experiments with a character Annie

So Kaya made some strategies identifying the problems such as

  • Used a relatable, approachable character ‘Annie’ to communicate our TG’s struggle with body hair. She faced the same struggles with body hair like most women
  • Positioned Kaya as an expert friend and guide for everyone like Annie
  • We showcased Annie in different situations. Each situation depicted how she was always ready for every event. Thus, leaving audiences intrigued about the reason.
  • To further increase curiosity, we hosted an activity on all digital platforms asking audiences to guess her secret which did exceptionally well on Instagram.

Results-The results after applying the above strategy were outstanding

FACEBOOK

  • Total reach-46,29,393
  • Total engagement-11,87,241
  • Engagement rate-25.64%

Twitter

  • Total impression-1,59,482
  • Total Engagement-5,181
  • Engagement Rate-1.8 %\

Instagram

  • Total Reach-7,22,919
  • Total Engagement-348,348
  • Engagement Rate-48.18%

And because of the above strategies the revenue growth was increased upto 18%

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