In today’s fast-paced digital landscape, a robust social media marketing strategy has become the cornerstone of successful brand promotion. Digital marketing campaigns that are well-designed showcase the immense value of leveraging social media platforms to reach, engage, and convert individuals into long-term target audiences effectively.
Social media marketing is not just an option; it’s a necessity in today’s digitally connected world. It offers a dynamic and cost-effective means of building brand awareness, engaging with customers, and driving business growth. Embracing social media marketing is key to staying competitive and thriving in the modern marketplace.
In this exclusive feature, presented by BoF Promo Codes, IMAGESBoF.in discusses in detail Nykaa’s impressive social media marketing campaign which made use of the right social media influencers to create an engaging environment for their audiences.
About the Campaign
Nykd is a Nykaa-owned lingerie brand that was founded to educate women about the right lingerie size and type for their body that is comfortable but also stylish to wear. The brand identified a few loopholes existing in the current lingerie market and wanted their bras to address those. The problems they identified were –
- Many bras in the market offer good looks but no real support or comfort
- Due to the associated discomfort, bras are not yet seen as a piece of clothing that women can go to bed in
- They are often visible under light colours of clothing, which annoys many women
Based on these issues, Nykd by Nykaa wants to accompany women on their journey to finding the right bra and to simplify their search. The brand wants its products to feel like a second skin for everyday comfort and to become every woman’s closest confidant.
Objective
According to Nykd, Women have conversations about literally anything and everything under the sun. However, despite being far into the 21st century, lingerie is rarely a part of these conversations. People only limit themselves to talking about which bra is pretty or which brand is affordable and hardly talk about real things like experiences, issues, and also about how comfort is more important than style alone. Adding to these, many women live their entire lives without knowing the right bra size or why they need to change the underwear they’ve been purchasing for years.
Nykd aims to resolve these issues for women and become a partner they can rely on in the long term. The brand’s objective with their social media strategy was to create a community of women, for women and their highs and lows so that they can share lingerie stories and start conversations in an educative and safe environment.
Execution
Their social media campaign was titled ‘Candid Conversations on NYKD Truth’ and the brand made use of Instagram influencers who in general are known for their outspokenness on subjects that are generally considered taboo. They included the likes of Leeza Mangaldas, Seema Anand, and Anupriya Kapur. These speakers were featured on the brand’s channel and followers were given a chance to ask questions and interact with them on important women-centric issues.
Besides these, Nykd’s brand ambassador Bhumi Pednekar’s social influence and reach were also used to further the brand’s goal of enabling women to speak openly about issues relating to lingerie and beyond.
Overall Campaign Impact
- Bhumi Pednekar’s association with Nykd has yielded 44 Lakh rupees worth of PR coverage. The brand achieved 300 thousand organic views through Bhumi’s and Nykd’s social media
- There was a 2327 count of follower addition in Nykd’s Instagram handle post the campaign and the engagement rate went up from 3% to 7%.
- The brand saw an increased audience base after its CRM activation.
- Overall social media customer reach was 12,45,982
- Overall views for the campaign’s reels were 1332071
