Nykaa leverages the power of user generated content to build engagement

MUMBAI: As User-Generated Content remains one of the biggest drivers of success for Nykaa’s content marketing strategy, Nykaa announced that its online interactive beauty platform, Nykaa Network now has about one million subscribers.  Starting with less than 10,000 subscribers less than a year ago, the forum has grown organically, powered entirely by User Generated Content, while simultaneously allowing users exclusive interactions with beauty brands, industry experts, and fellow beauty buffs. On an average 40,000 active weekly users engage on the Nykaa Network without any marketing push, and Expert Lives on the platform see a traffic of 20,000 users in a span of just two hours. At present the platform has over 100,000 answers to 50,000 questions. Incentives such as interactive contests, rewards, surprise giveaways and pinning popular user posts on the feed are some of the engagement tactics to boost stickiness for this burgeoning community

“A common mistake many brands make is to assume and not ask what their audiences want to consume and engage with. To this end, we strive to give our consumers hyper-personalized content by communicating with them constantly through touch points at every stage of the consumption funnel from awareness to purchase.” says Madhavi Irani, Chief Officer – Content. “While talking to your audience is important, creating a space for them to talk back - express their queries, concerns and opinions - is what will set your brand apart and ultimately build brand loyalty.” Consumers today spent up to 5 hours daily on UGC and almost 90% of online shoppers rely on online reviews to make a purchase. “Today on the Nykaa Network there are over 5,000 monthly organic brand mentions by beauty buffs by way of product recommendations to beauty queries of fellow users, and this is a classic example of brand loyalists becoming brand advocates,” says Irani. gets a monthly average of approximately 20,000 questions from its customers across its product pages on the site. To add to this, a vast majority of products listed on the site have customer reviews (both textual and image-based). Taking this one step ahead, the Beauty Book Home Page has been customized to allow ongoing customer engagement via comment boxes, social sharing and other such CTAs. Weekly AMAs (Ask Me Anything) sessions on the Beauty Book Instagram social handle, field live queries (over 150 within an hour) on a variety of topics.

“By piggybacking on the UGC trend that isn’t just a marketing buzzword any more, we’ve put our customers front and center, catering to their needs and staying authentic by using their voice to do our marketing for us, thereby creating a community of loyalists that has helped make our content marketing strategy an overall success”, adds Irani.

User-generated content (UGC) has long been pegged as the next big thing in online marketing. Citizen journalism that completely disrupted the news journalism model started out on social networking sites like FB and Twitter. Today, brands are going down the same path using UGC as a mode to communicate and connect with their audience using the user’s voice and their word-of-mouth referrals to come across as friendlier, more relatable and more honest.

Latest Reads
Milton’s new Thermosteel ad campaign expresses the colours of millennial love

Mumbai, October 11, 2019: Milton, a trusted name in the houseware industry known for its innovative and functional range of products, has released a new TVC for its Thermosteel range of water bottles. The film brings to life the colourful range of Thermosteel bottles which is sure to catapult it as...

MAM Media and Advertising Ad Campaigns
Cloud Telephony service provider Knowlarity Communications to cross 100 crore revenue in the domestic market

MUMBAI: Cloud-based telephony services provider Knowlarity Communications expects to cross the INR 100 crores annual revenues mark in the domestic market by the end of this financial year. Knowlarity, Asia’s largest cloud telephony company, has been growing at a robust annual rate of 50%.  For...

MAM Marketing MAM
Tanishq celebrates Riwaazon wali Diwali through Virasat collection TVC

MUMBAI: Tanishq, India’s trusted jewellery brand has launched a new TVC campaign marking one of the most anticipated festivals of the year, Diwali. For this auspicious occasion, Tanishq is launching its new festive collection- Virasat. The new TVC campaign brings alive the essence of age old...

MAM Marketing MAM
Dentsu Webchutney is Spikes Asia India Agency of the Year 2019

MUMBAI: The Spikes Asia Festival of Creativity has announced Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network (DAN), as the ‘Country Agency of the Year’ for 2019. The news comes soon after Dentsu Webchutney bagged 7 Bronze, 7 Silver, 5 Gold and a Grand...

MAM Marketing MAM
PayPal India launches ‘Ab Diwali 365 days wali’ consumer campaign

MUMBAI: PayPal India, today, launched its second marketing campaign themed – ‘Ab Diwali 365 days wali’.  The campaign is built on the core consumer insight that festivities and shopping doesn’t need to have a season. It aligns with PayPal’s focus on becoming an everyday part of a consumer’s life....

MAM Media and Advertising Ad Campaigns
Silver jewellery brand Shaya celebrates 1st anniversary with digital campaign

MUMBAI: Since its inception, Shaya has tried to shun society’s expectation of being perfect all the time. Instead, the brand encourages everyone to embrace their quirks, uniqueness, and imperfections. On 24 September 2019, Shaya marked its 1 year of being- Not perfect, but One of a Kind. As homage...

MAM Media and Advertising Ad Campaigns
Rainshine Entertainment backed Culture Machine outlines aggressive future growth strategy

MUMBAI: Rainshine Entertainment, a leading entertainment company that creates diverse and iconic content for Indian and global audiences, announces the strategic expansion and restructuring of Culture Machine, a digital media company under its umbrella. Evolving and adapting itself to the new...

MAM Marketing MAM
Kurkure partners with Paytm for 100% cashback festive offer across portfolio

MUMBAI: Kurkure, India’s most loved snack brand, has unveiled its most chatpata and exclusive cashback offer for its consumers in partnership with the largest digital wallet, Paytm. This unique, one-of-a-kind association will provide a guaranteed 100% instant cashback to the consumers up to 5 times...

MAM Marketing MAM
Big gains for some on 2019 forbes india rich list despite challenging year

Amid a challenging year for the economy, the total wealth of the tycoons on the 2019 Forbes India Rich List shrank 8% to US$452 billion from a year ago. More than half of India’s 100 richest saw a decline in their net worth. The complete list is available at and www.forbesindia...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories