1. Building a digital relationship
Hitesh Malhotra
Nykaa

2. Questions for
today
• Is it possible to build a brand purely through Digital media
?
• What kind of target audiences do you reach out ?
• Does Digital allow deeper and accurate segmentation of
consumers ? How has Nykaa done this ? Have you
modified your creatives to reach out to different segments
?
• How do you measure & track the impact ?

3. WHO ARE WE?
Nykaa is India’s largest beauty retailer.
Derived from the Sanskrit word ‘Nayaka’ meaning one in the spotlight, Nykaa
endeavors to empower its customers to realize their dreams.
We bring together the best of products along with all the information
customers need to make the right choice for their needs.

4. WHAT DO WE STAND FOR?
Nykaa rests on
3 ideals
Curation:
our collection of products
Content:
the conversation we have with our
customers
Convenience:
the ease with which customers find and
experience their products

5. 41Million+
Monthly Visits
13 Million+
Unique Visitors
219K
Monthly New
Consumers
71%
Monthly Repeat
Consumers
10Million+
Customer
Database
13Million+
App Downloads
till date
3.7Million+
Monthly active
users
8Mins
Average Time Spent
Per User
1000+
Strong Team
52Million+
Monthly Social
Reach
1300+
Brands
24
Orders Per
Minute
1Million+
Orders Per
Month
1500
Average Order
Value
93
Products Sold Per
Min
Nykaa Dashboard

6. WHO ARE OUR CUSTOMERS?
32%
43%
25
%
• 27-45yrs old
• Incredibly stylish and knows exactly
what products work for her
• Well educated/ may or may not be
working
• Reads/ writes blogs, excited about
new launches
• Less price-sensitive
• 23-31 yrs old
• A working woman
• Well-educated
• She’s moderately beauty conscious but
has a regime
• Value-sensitive, not discount-driven
• 19-24 yrs old
• Excited about college and her
social life
• Reads blogs, excited about new
launches
• Discount-driven, regular online
shopper

7. Categories bought online
Other Mentions
1 Grocery
2 Books
3 Home décor
4 Furniture
5 Footwear
6 Stationary
7 Medicines
8 Bags
9 Jewellery
10 Scented candles
Answered 5546
In case of online purchase fashion & apparel and travel tickets follow
beauty and personal care. Notable amongst other mentions are bags,
jewellery and scented candles.
Accessories received a high response for current online purchase.
THE BIGGEST BEAUTY PANEL IN INDIA

8. Frequency
Purchase
frequency
depends on
deals,
discounts and
offers
Answered 5539
Multiple options could be chosen, hence scores do not sum to 100%
~40% of purchase for beauty and personal care products and fashion & apparel happens monthly.
THE BIGGEST BEAUTY PANEL IN INDIA

9. • India’s #1 Interactive Beauty Platform for ‘real girl’ influencers
• Smart Content engagement and networking platform where
subscribers can chat with other beauty buffs, share images and
videos, ask and answer beauty related questions, give and seek
advice, discover trends and join conversations on topics of their
interest
• Won 'Best Launch of the Year' at the Content Marketing Summit
and Awards & The ET NOW, Star of The Industry Awards 2018
User generated
content
Brand agnostic
advice
Authentic,
unbiased POV by
real girl influencers
Customer
interactions:
contests &
LIVEs
Expert led
concise videos
Providing beauty solutions and advice, leading to more informed
purchase decisions
650K
Total
Subscribers
15K
Weekly Subscribers
40K
Weekly active
users
12%
Incremental AOV
By Nykaa Network users
54%
% exit to Nykaa
1,500
Organic brand
mentions
37K
Questions
asked
85K
Answers
given
95%
Organic
Answers
THE QUORA OF BEAUTY

10. Conversations
● We drive strategized conversations on
the Nykaa Network through a few Nykaa
personas that are operated by in-house
beauty advisors.
● Through these accounts we create an
organic buzz about subjects that we
would like to focus on.
● Brands can use this feature to create
exciting pre-launch conversations on the
Nykaa Network.
● Post-launch this property can be used to
generate reviews in favour of the brand.
THE QUORA OF BEAUTY

11. Questions With The Most Interactions
Skincare Hair
Makeup
THE QUORA OF BEAUTY

12. 43 People searched
on Google
44 People
saw Nykaa
banner while
browsing web
15 People opened Nykaa
emails
24 People saw a
YouTube video
70 People received app push
20 People checked the
social media posts
If we had 100 visitors, each of them got influenced by at least 2 touch points
before they made a purchase.
QUEST FOR BEAUTY IS COMPLICATED..

13. BEYOND THE LEAD: CONTENT BUILDS LASTING RELATIONSHIPS
Educate Motivate Facilitate
Social Media, Youtube, Beauty Book to CREATE a NEED for beauty & products
MARKETING CHANNELS -
DIY Videos and Posts
NYKAA UNIVERSE -
Blogger Endorsements
ON SITE - User Sourced Curation

14. BEYOND THE LEAD: CONTENT BUILDS LASTING RELATIONSHIPS
Educate Motivate Facilitate
14
Editor’s pick
Curated Collection
Live Videos
Celeb looks remastered
• Users who add products to cart from
curated stores convert 200% better.
• Users who add products to cart from
expert guides convert 225% better.
Special curations of New Launches, Exclusives, Top Trends

15. BEYOND THE LEAD: CONTENT BUILDS LASTING RELATIONSHIPS
Educate Motivate Facilitate
Reviews & Ratings from the buyer community, Regime Selector, Ask Experts – Nykaa Network, Product Recommendations

16. CREATING THE RIGHT CONSUMER PERSONA
Kajal/Lipsticks, Lip Balm
etc.
M1 M2
Compact, Eye shadow, Mascara
etc
M3
Basic to Advance User
Shopper Type
Social Graph
Recency-Frequency-Monitory
Channel

17. 1.6Billion impressions to 52 Million users to move them into the funnel.
MEASURING THE IMPACT OF CONTENT

18. CREATING VIRALITY THROUGH VIDEOS AND CAMPAIGNS THAT RESONATE WITH THE TARGET
AUDIENCE
18
1.6 M views |810 K Engagements|6.2 K likes
Valentine’s day video #LoveByTheMoment
Garnered more than 5 Million views and 30K
shares – highest ever for any brand in 2019
Men’s Grooming Series with Veer Rajwant Singh
#StopTrollingStartLoving
celebrate, cherish and love
the women around us instead
of subjecting them to
constant judgements.
Nykaa’s 1st Ever Regional
Video for Durga Puja
Nykaa’s Karvachauth
video with a strong
social message
Topical videos Collaborating with Male influencers to capture the male
audience
Creating videos with top digital content creators
https://www.youtube.com/watch?v=8mf_3enKW3Y
https://www.youtube.com/watch?v=YNxipjkMiGE
• Video Views: 3.9 million in 1 Week
• Post Engagement: 2.9 million
• Amount spend on promotion: USD 14.6 k
• Cost per view for the video is USD 0.17 c
• Video Views: 2 Million
• Post Engagement: 2.1 Million
• Amount spend on promotion: USD 6.8 k
• Cost per view for the video is USD 0.35 c
https://www.youtube.com/watch?v=owIXtz25hw0 https://www.facebook.com/MyNykaa/videos/546889759056713/
Nykaa Friendship Day video – engaging friendship day
content created in association with Filtercopy
#CelebrateYou is an emotion
of loving & accepting yourself
for the person you are
without conforming to the
norms of the society.

19. CONTENT ATTRIBUTES - DIRECT
Jan-Dec 2019
Scope Weight Measurement Benchmark
Retention 28%
Average view duration per video 1.50min
Average% view per video 55%
Content 22%
Organic views per video 75000 / 22% post boosting
Views from suggested videos 8%
Engagement 35%
Views on Nykaa app per video 15000 / >5% of overall views on YT
Average Monthly Reach 35 Million
Average Monthly Click Rate 7%
Average views/month 20 Million
Likes per view: Average likes : dislikes per video 0.1|50|1
Average number of add to playlist per view 0.5%
Average engagement per video per view (Sum of
shares and comments)
2%
Scale 15%
Number of topics/trends to be covered per month 4 (1 per video)
Net revenue from link in description
At least= 20% net production cost of
the video

20. ● Maybelline Superstay Foundation
● NYX Happy Hours
● Guide to colour correction (single clip, Nykaa colour correct palette, creative)
● L’occitane Gift Set
CONTENT ATTRIBUTES - DIRECT

21. CONTENT ATTRIBUTES - INDIRECT
Visual Cue- 15%
Long Exposure –
5%
Verbal Cues– 20%
Sentiment: 30%

22. HOW IT ALL SUMS UP
Direct (95%)
Direct (5%)
Indirect (100%)
Depth of
retargeting list
Revenue from
retargeting on first
click
Growth of revenue for
featured brand pre vs.
post campaign tested by
diff. markets

23. HOW IT ALL SUMS UP
= + +
The performance of content is = Net of direct attributes + Net of indirect attributes + Lift in Sales (pre vs. post)
1. A+ Content = 100% Direct + 100% Indirect + 2% to 5% lift in sales
1. A Content = 90% Direct + 90% Indirect + 1% to 2% lift in sales
1. B+ Content = 100% Direct + 100% Indirect + No lift in sales on a short timeline
1. B Content = 90% Direct + 90% Indirect + No lift in sales on a short timeline
1. C Content = meets none of the above, waste of effort. Needs to be re-examined.

24. Impact on the Nykaa Cohort
• Consumers make repeat purchase in
the same month of acquisition and
value of this purchase is currently 20%
- 25% of first purchase value
• This trend has increased since after
360 degree marketing deployment
when it was ~10%; shows a stable
pattern now at 20%-25%
Pre strategy
Post strategy

25. 75%
Unpaid Traffic
25%
Paid Traffic
Organic and Direct
traffic, and CRM +
Content Marketing
5% Conversion
AOV 1500
Social Media and Google
and Display
3% Conversion
AOV 1300

26. CASE STUDY- 360° MARKETING STRATEGY

27. Photoshoots showcasing streetstyle fashion inspired by the cities
IT Girl Dilli Madras-Kaapi Begum Guwa-Hottie
Bombae Mishti Maharani Khoob-Surat Kudi
Launch – My City, My Colour

29. 360° Marketing Strategy – Instagram Influencers

30. 360° Marketing Strategy – Remarketing
For those who visited
multiple times but
didn’t purchase
For those who asked
questions & read
reviews
Chrome notification and on-
site pop-ups for makeup
visitors who exited the site
without visiting

31. RESULTS
5 M+
Revenue on the 1st day
3000 units
Of the top shade
‘Bombae’ sold out
INR 2 crores
Net sales in the launch
month

32. Nominated : Special Abby Gender Sensitive