Market Glow-UP: Kumkumadi Oil’s 4x Growth in Skincare with Influencer Campaigns

Overview

Maharishi Ayuveda’s Kumkumadi Oil aimed to strengthen its foothold in the competitive skincare market by leveraging an innovative influencer marketing strategy. Through a dual-approach campaign involving celebrity endorsements and micro-influencer collaborations, the brand significantly boosted its market share, enhanced customer engagement, and achieved remarkable growth in sales and visibility.

Objectives

• Increase market share in the Kumkumadi oil segment.

• Improve daily run rate (DRR) and conversion rates (CR).

• Enhance brand visibility through targeted celebrity and influencer marketing.

• Position Maharishi Kumkumadi Oil as a top contender in the beauty category.

• Leverage high search keywords to drive traffic to the product.

• Focus on platforms with the best pricing and shipping advantages, such as Amazon and the brand’s website.

Our Approach

Market Research and Gap Analysis: 

• Conducted comprehensive research to identify gaps in the Kumkumadi oil market.

• Analyzed competitors’ use of celebrity endorsements and product positioning.

• Benchmarked against key competitors such as TAC, Tribe Concept, Blue Nectar, and Kama Ayurveda.

 Celebrity Endorsement Initiative:

• Launched a high-impact campaign featuring Vidya Malwade in October 2024.

• Refined A+ content, product tiles, and FAQs to reflect customer sentiment insights.

• Ran targeted video ads on Amazon with tailored creatives to amplify reach.

Micro-Influencer Strategy:

• Initiated collaborations with micro-influencers in late November to complement the celebrity campaign.

• Micro-influencers engaged niche audiences, ensuring authentic and relatable communication.

• Balanced celebrity appeal with grassroots influence to drive engagement and conversions.

Platform Strategy:

• Prioritized Amazon for its competitive pricing and superior shipping capabilities.

• Integrated the brand’s website to capture additional sales and traffic.

Traffic and Engagement:

• Developed marketing strategies to capitalize on high-search keywords and redirect traffic to the product pages.

The Impact

• 25% market share achieved in December.

• 4500 rank upward movement on the beauty category bestseller page.

• 50% improvement in conversion rate growth from September to December.

• 4x growth in daily run rate from September to December.