The Ayurveda Co. & Their Influencer Marketing Decisions
By Rachit Juneja
May 14, 2021
“We look forward to long term associations with influencers. Depending on the campaign, we only get onboard with the influencers who believe in the brand and its take on skincare. The uniqueness of the influencer in terms of their content is also a standard of selection.” - Shreedha Singh, Co-Founder and CEO, The Ayurveda Co.
The Ayurveda Co. represents things that are all Ayurvedic at heart and are suited for the contemporary landscape. They are Artfully Ancient but Mindfully Modern. In every formulation, their utmost attempt is to incorporate a nature-forward approach that ensures only the best of the best reaches their customers. The offerings are formulated keeping in mind the science of healing and not just instant gratification, creating an illusion of outward results. With their extensive experience & research, they continue to believe and reinforce – Beautiful Inside is Beautiful Outside.
We got in touch with Shreedha Singh, Co-Founder & CEO of The Ayurveda Co. to learn more about their Influencer Marketing Campaigns. She is also the Co-Founder of Khadi Essentials. She has an MBA degree in Human Resources and worked with MNCs before putting on the entrepreneurship cap in 2017.
About The Ayurveda Co’s product category and messaging for the brand:
“The Ayurveda Company, TAC, believes in reviving the way Ayurveda is perceived in Modern times. TAC is “Artfully Ancient, Mindfully Modern”, in simple terms, is a marriage of Ayurveda with innovation.
TAC has a unique positioning with its amalgamation of ancient healing solutions with methods of modern science. The products work upon long term healing rather than instant gratification.”
On Influencer Marketing choices for the brand:
“We look forward to long term association with an influencer. Depending on the campaign, we only get onboard with the influencers who believe in the brand and its take on skincare. The uniqueness of the influencer in terms of their content is also a standard of selection. TAC is a brand for conscious millennials, so connecting with the right kind of audience through influencer marketing is one of the aims. The content should be consumer relevant and connect with the brand values.
Influencers are shortlisted sheerly on the uniqueness of their content, relevancy to the target consumers and their belief in the brand.”
On budget allocation for marketing objectives and measurement of ROI:
“The budget is decided on the basis of the type of campaign, such as– New Product, Awareness and Brand Recognition or Sales Promotion. According to the preference, Budget is settled amongst various social media platforms.
ROI is measured according to the campaigns through impressions, clicks, engagements, lead generation and hard sales.”
How do you leverage the uniqueness of each influencer?
“For a brand, each consumer is unique. The diversity of consumers can be geographically, gender, education, and professional backgrounds. So, depending on the consumer's uniqueness, the influencer they follow will also have a set of unique ideas for content creation. So, the way an influencer communicates and engages the viewer is important to the brand.”
What are the pros/cons of long term associations with influencers?
“The credibility built by the brand with consumers through influencers is helpful in the long term. When the consumers notice that an influencer is mentioning a certain brand and not changing their interest that often, it builds trust with the brand and the influencer as well.”
Besides influencer marketing, what are the other 3 most rewarding activities in your marketing campaigns?
“As a growing brand, apart from influencer marketing, we have been engaged in these activities for fruitful results-
Reaching the real customers for Consumer Reviews
Social Media Campaigns
Performance Marketing”
How has Covid 19 impacted your market?
“Due to COVID-19, the offline retail channels are barely available for the consumers, and the paradigm shift has been noticed towards E-commerce platforms. Consumers are open to trying new products and are readily buying the everyday essentials through online platforms, increasing the daily numbers of sales.”
Recent Articles
