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Mamaearth

How Mamaearth use Regional mom and beauty influencers to reach and engage new customers

Mamaearth is Asia's First MadeSafe Certified Brand in India. They were looking for creating an influencer marketing strategy to reach new set of audience which will open a new revenue stream for Mamaearth.

How Mamaearth use Regional mom and beauty influencers to reach and engage new customers

25MN+

Views

50+

Creators

150+

Youtube Videos

80K+

Likes and Comments

0.30

Avg CPV

The Challenge

Mamaearth was looking to leverage influencer marketing to reach a new and untapped set of audiences beyond its existing consumer base. The challenge was to develop a scalable influencer strategy that could identify the right audience segments and creators, drive product discovery and engagement, and ultimately open up a new revenue stream for the brand through influencer led growth.

Our Approach

We developed a regional influencer strategy targeting 50+ beauty and baby-mom YouTubers/bloggers every month across Malayalam, Kannada, Tamil, Telugu, Bengali, and other regional languages. Creators were manually curated based on authenticity, relevance, content quality, and audience fit. They used the products 1–2 times before creating content to ensure genuine reviews. Exclusive promo codes and affiliate links were used to track engagement and revenue generated through influencers.

Execution

  • Regional Creator Discovery: Identified and curated relevant beauty and baby-mom creators across key regional languages.
  • Authentic Product Content: Creators experienced the product before creating genuine review-led content.
  • Consistent Monthly Outreach: Engaged 50+ relevant creators every month to build sustained regional presence.
  • Performance Tracking: Used unique promo codes and affiliate links to track creator level performance and revenue.

    • Results

    The strategy helped Mamaearth reach new regional audiences at scale, driving stronger brand discovery and engagement beyond its existing audience. It also created a measurable influencer led revenue channel through promo codes and affiliate links

    Campaign Details

    Brand
    Mamaearth
    Industry
    Beauty and Personal Care
    Campaign Type
    Influencer Marketing
    Platforms
    Youtube
    Creators
    50+
    Content Pieces
    150+
    Campaign Duration
    30 days

    Campaign Videos/Reels