Case Study: How the Mamaearth Mother's Day campaign generated buzz on TikTok

Mamaearth Mother's Day Campaign on TikTok & Instagram, adopted a challenge format to create reach.

This case study revolves around Mamaearth's contest for Mother's day with its new song on TikTok and Instagram. The crowdsourced video involved influencers and celebrities and saw 1000+ moms participating in the Mamaearth Mother's Day Campaign.

Category
Introduction

The baby care market is growing at 17% CAGR and will continue with this strong growth since penetration is still very low. In the segment, natural products are less than 5% of the market today.

The personal care market in India is at 10B USD and growing at 6% CAGR with the natural-products market growing at 15% CAGR.

Brand
Introduction

Mamaearth is a personal and baby care brand registered under Honasa Consumer Private Limited. The brand offers 100% toxin-free and natural skincare, haircare, and baby care products. Mamaearth is Asia’s 1^st Brand with Made Safe™ Certified products. The products are free of all known toxins that are banned in most countries.

The brand uses social media and influencer marketing to enable consumers to read about the problems that their products solve and why the products are the best in the market. Being one of the leading direct to consumer brand in the category, Mamaearth has multiple bestselling products on leading e-commerce portals like Amazon, Nykaa, and Firstcry.

Summary

Mamaearth wanted to launch a special Mother’s Day Campaign this year. At the center was an all-new song about mothers and the special role they play in our lives. Even with the lockdown, not only were they able to create a song sitting remotely, the video for the same was also crowdsourced from moms across the country of all ages, and communities.

Problem
Statement/Objective

The primary objective of the campaign was to engage with the core consumers who are highly relevant to the brand’s existence. With the campaign, the brand also wanted to strike a chord and engage with the new age consumer cohort of millennials who are the target for the brand’s beauty care category.

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Brief

Mother’s Day being a highly relevant occasion for the brand, the brief to
the channel partner was to create a peppy and happy tune that is relevant on platforms
like TikTok and Instagram, along with lyrics to salute the superhero Moms. The
overall activation had to be designed keeping in mind the prolonged house
arrest that the target audience had been experiencing and to give them a reason
to celebrate a moment of joy.

Creative
Idea

#MamaEarthMummySong was designed and created with a song/tune to salute
the Superhero Moms across the country. “Mamaearth Mother’s Day Anthem” called
out users to download the track and dance to the same with their moms.

Challenges

The core challenge for the team was to create and record the tune during
the lockdown in all major locations and cities. Another challenge was to keep
the activity simple and engaging in itself to drive maximum organic
participation.

Execution

The activity was initiated 2 days before Mother’s Day with the crowdsourced video and a download link for the song. With gradual seeding of the influencer videos dancing with their moms or kids helped get a big push to User Generated Content.

The campaign saw a spike in engagement and interactions when Shilpa Shetty shared a video on social media dancing to the tunes of the song with all her heart along with her son Viaan. The campaign track was also made available for the TikTok audience to dance and share the videos.

Results

- The campaign received close to 900 entries on TikTok and more than 300
entries on Instagram.

- The hashtag #MamaearthMummySong garnered 3M views on TikTok.

- Video views on Instagram were 3M+.

- There was a great response from mothers and kids alike. The song was
received as “energetic”, “fresh” and “cute”. Some kids even listened to it
repeatedly and kept dancing to its tune.

Quote

“Mothers are at the center of all our baby care products and Mother’s Day has always been a very special occasion for us.  This year, we wanted to pay fun and refreshing tribute to mothers. While families are spending more time together than ever before, mothers are twice as hard during the lockdown. We decided to come up with a peppy and danceable music campaign that would celebrate moms and appreciate the workload that they are facing”, Ghazal Alagh, Co-founder and Chief Mom, Mamaearth.