Mamaearth Accelerates Their Mantra Of Adding Goodness To The World
With #SheetMeetWithME, Mamaearth Launched India’s First Environment-Friendly Sheet Masks
By Rachit Juneja
Feb. 25, 2021
“Our communication is targeted at the digital-first millennials who care for their present and the world’s future, and believe that small acts of goodness are a way of life.” - Sambit Dash, VP, Marketing, Honasa Consumer Pvt. Ltd.
Amongst numerous debates about sheet masks being harmful for the environment, Mamaearth, abiding by their roots while tapping into a great opportunity, launched India’s first Bamboo Based Sheet Masks. For the launch of the same, the brand began a campaign called #SheetMeetWithME.
We got in touch with Mr. Sambit Dash, VP, Marketing, Honasa Consumer Pvt. Ltd., to learn more about their #SheetMeetWithME campaign, and here’s what we found it:
On the Objective of the campaign:
“Our communication is targeted at the digital-first millennials who care for their present and the world’s future and believe that small acts of goodness are a way of life. We believe in the same things, and want our consumers to know that getting your personal care products from us is good for their skin & hair, as well as for the environment. Not only are our products toxin-free, but we also recycle more plastic than we use, and plant trees every time consumers buy from our website.”
About the Product Category and the chosen Messaging for the brand:
“Globally and in India, the consumers are rapidly evolving and so are their personal care needs. The consumers do extensive research online, expect constant product innovation, and are on the lookout for newer better propositions. Hence, digital-first brands are bound to increasingly become more and more relevant to consumers.
As a brand for the millennials, founded by millennials, we understand their need to engage with brands that serve a greater purpose apart from making great products too. Our brand was founded with a purpose, and we constantly look to connect with the consumers about our brand’s promise of ‘Goodness Inside’.”
About Influencer Marketing for #SheetMeetWithME:
“Influencer marketing is a critical pillar for most brands in the current times. We
believe in building long-term relationships with content creators and regularly work with 100+ content creators across social media platforms. The chosen influencers belonged to the Beauty and Fashion Category and the parameters for selection included content type, reach, and engagement rates.”
Journey through COVID 19:
“The pandemic affected businesses adversely; Being a D2C brand in personal care and baby care products, we were back in business the moment the lockdown was relaxed. While other businesses chose to pause marketing investments, we continued to reach out to consumers and engage with them. That’s put us ahead of the curve.
Living the brand purpose of adding goodness to the world every day, we distributed 50,000 sanitizers and 20,000 cloth face masks through our goodness ambassadors.”
Thoughts on leveraging the uniqueness of each influencer that the brand associated with:
“Giving content creators the creative liberty to create content in their unique personal style and flair. We strongly feel that collaborations work when the followers can connect with the content creator and the more, they stay in their space, the better it is for us.”
What other activities apart from influencer marketing did you adopt for this campaign? How well does influencer marketing fit with them?
“For any brand, activating only one arm of marketing would not create the required awareness and visibility. It is critical that all levers like awareness, social media and performance, work in tandem to make the communication impactful. We use Instagram, Facebook, and Youtube for the same with video as well as static ads.”
Thoughts on a recent trend in influencer marketing that is here to stay:
“Instagram as a platform is constantly innovating and presenting newer platforms to create content, and one such channel is IG Reels. Like IG stories, reels are picking up as a preferred content channel and this trend is definitely here to stay for a couple of years.”
On future plans for Influencer Marketing in the coming financial year:
“Like I mentioned earlier, content creators are an important part of our marketing strategy and we intend to continue building that further. We will sustain our community activity on Facebook and further strengthen Instagram.”
Conclusively, as evident from Sheeko’s Activity Graph and Brandscore Ratings, Mamaearth has been very active on digital platforms in the past year. Since the inception of the #SheetMeetWithME Campaign in December 2020, there has been a significant increase in their numbers.
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