Mamaearth

Mamaearth invested heavily in collaborations with micro-influencers, including parenting bloggers, dermatologists, eco-conscious creators—and even regional nano-influencers who spoke local languages. This “authentic voices first” approach resulted in deeply relatable, trust-driven content—vital when you're talking skincare that goes on babies and sensitive skin.

Preview Site

Preview Site

Preview Site

Lilac Flower
Lilac Flower
Lilac Flower
As the brand grew, Mamaearth brought on trusted public figures like Shilpa Shetty, aligning product messaging with credibility and lifestyle appeal. This helped broaden reach while keeping the tone of natural wellness intact.

CHALLENGE

Campaigns like #PlantGoodness—planting a tree for every order—combined influencer storytelling with emotional purpose. Another example: their Mother’s Day TikTok challenge, where users shared dancing videos with moms using a branded song, tapped into community emotion with vivid results.

Campaigns like #PlantGoodness—planting a tree for every order—combined influencer storytelling with emotional purpose. Another example: their Mother’s Day TikTok challenge, where users shared dancing videos with moms using a branded song, tapped into community emotion with vivid results.

STAGEY

Mamaearth didn’t rely on static ads—they encouraged how-to tutorials, unboxings, honest reviews, reels, live sessions, and more. This multi-format, platform-aware content strategy deepened engagement across YouTube, Instagram, and regional platforms.

Mamaearth didn’t rely on static ads—they encouraged how-to tutorials, unboxings, honest reviews, reels, live sessions, and more. This multi-format, platform-aware content strategy deepened engagement across YouTube, Instagram, and regional platforms.

SOLUTION

Mamaearth’s revenue grew from ₹16.8 crore in FY19 to approximately ₹110 crore in FY20, driven largely by influencer-led growth strategies. Entrackr By FY23, its annual revenue crossed ₹1,000 crore, with influencer expenses accounting for ₹182.6 crore, highlighting this as a core growth engine. Tring Notably, the brand’s influencer-driven campaigns spiked product enquiries by 27% and boosted customer loyalty and retention.

Mamaearth’s revenue grew from ₹16.8 crore in FY19 to approximately ₹110 crore in FY20, driven largely by influencer-led growth strategies. Entrackr By FY23, its annual revenue crossed ₹1,000 crore, with influencer expenses accounting for ₹182.6 crore, highlighting this as a core growth engine. Tring Notably, the brand’s influencer-driven campaigns spiked product enquiries by 27% and boosted customer loyalty and retention.

RESULTS

Authenticity First: Start with micro-influencers who genuinely believe in the product and build credible storytelling from the ground up. Scale with Purpose: Combine influencer campaigns with purpose—like sustainability—and meaningful gestures to connect emotionally. Format Flexibility Wins: Use a mix of content types (reels, unboxings, tutorials, challenges) across platforms for broader engagement. Community as Growth Driver: Build campaigns that invite consumer participation (#MamaearthMoments, #PlantGoodness). Invest Smartly: Mamaearth proves that influencer marketing isn’t just tactical—it’s fundamentally scalable and measurable for brand growth.

Authenticity First: Start with micro-influencers who genuinely believe in the product and build credible storytelling from the ground up. Scale with Purpose: Combine influencer campaigns with purpose—like sustainability—and meaningful gestures to connect emotionally. Format Flexibility Wins: Use a mix of content types (reels, unboxings, tutorials, challenges) across platforms for broader engagement. Community as Growth Driver: Build campaigns that invite consumer participation (#MamaearthMoments, #PlantGoodness). Invest Smartly: Mamaearth proves that influencer marketing isn’t just tactical—it’s fundamentally scalable and measurable for brand growth.

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