About Mamaearth
Mamaearth was founded in 2016 by new parents Ghazal and Varun Alagh, in response to the lack of high-quality natural babycare products available on the market in India.
When their baby was born, they were surprised to find that most baby products on the market contained chemical ingredients, and set out on a mission to offer a safe, natural alternative.
Seven years later, under their Mamaearth brand, Ghazal and Varun now have a portfolio of 200+ products and have reached over 5 million customers in 500 Indian cities.
All Mamaearth products are developed with the aim of being mum and baby friendly, toxin-free, extremely effective, and meeting stringent international safety standards: Mamaearth is Asia's first brand with MADE SAFE™ certified products, giving parents peace of mind that there are no nasties inside that could harm their little ones’ delicate skin.
Mamaearth products are available on www.mamaearth.in, via the Mamaearth app, from major e-commerce platforms like Amazon, Nykaa, and Flipkart, and over 1 lac points of sales across the country.
The Challenge
Mamaearth wanted to expand its user base amongst eco-conscious consumers seeking safe and natural personal care products, and central to this was driving more users to the Mamaearth app.
Mamaearth aimed to establish a robust digital presence, increasing revenue through strategic user acquisition and retention.
The company knew that it was going to be a challenge to reach and engage its target audience of environmentally conscious millennials and young parents who prioritize safe and natural products for their families.
In the competitive landscape of the personal care industry, with an oversaturated market and rapidly changing consumer preferences, Mamaearth needed a comprehensive and data-driven approach, which is why it turned to Appnext.
The Solution
Through partnering with Appnext, Mamaearth gained access to Appnext's advanced mobile advertising platform which connects advertisers with highly engaged users.
Appnext leveraged its partnerships with leading Android OEMs and carriers to get the Mamaearth app recommended to users on their devices from the moment they set up and personalized a new device for the first time, and throughout their daily mobile journey.
Appnext provided an advanced recommendation engine, powered by its patented “Timeline” technology, that enabled Mamaearth to showcase its app to users who were actively searching for natural personal care and babycare products.
Appnext's algorithms analyzed users' intentions and displayed personalized and contextual app recommendations in real time to high-intent users, thereby maximizing the chances of converting them into active users.
The Results
Q1 vs Q2
The results demonstrate a substantial increase in Mamaearth's user acquisition and revenue since the beginning of the campaign with Appnext.
Appnext's precise targeting and personalized recommendations effectively engaged the relevant audience, leading to a significant surge in user impressions, clicks, and installs.
Over 100,000
New customers in the first six months of the partnership
ROI on campaigns is consistently positive
Installs >250%
Conversion Rate 1.1 times
ROAS 4x
Testimonial
“We know we have an amazing range of natural personal care and baby products, and we wanted to tell the world about it! Developing our app was one way to do that, but getting the right people — environmentally conscious young parents looking for safe and natural products — to discover it was another challenge.
We knew we needed help from the experts and that’s why we turned to Appnext. By utilizing Appnext's tech-powered discovery solutions, we could connect with the right audience at the right time, maximizing our chances of user acquisition and engagement efforts.
We’ve seen steady growth in user acquisition and revenue along with consistently positive ROI across multiple months, demonstrating the efficiency and effectiveness of the campaigns we ran with Appnext.
We couldn’t be happier with the results so far and look forward to working with Appnext to build further on this success.”
Bhuvan Rustagi
Affiliate Marketing & Partnership
Honasa Consumer Ltd.
Mamaearth
