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The Genius Growth Hack Behind Nykaa's Success

I am going to save you a lot of time and just spill the beans that content marketing played a pivotal role in Nykaa's success.

In less than 10 years, Falguni Nayar has successfully created a beauty empire. She's a self-made billionaire woman with a net worth over $6.5 Bn following the record listing of Nykaa, according to Bloomberg Billionaires Index.

How did she do it?

Well, Nayar and her team were able to identify what content marketing could do to their business at an early stage. From exclusive blogs to creating hours of content on YouTube - they did it all.

Take a look at the omni-channel marketing strategy that lies at its core:

4 different social handles for promoting 4 different services

  • YouTube for offering consumable content to its target

  • A deeply knitted content marketing strategy (blogs/ DIY/ Nykaa beauty book)

  • Event marketing by partnering with Femina and the likes

  • Brick & mortar stores for the omni- presence

  • Influencer marketing (Jhanvi Kapoor, Masaba, Alia Bhatt, Katrina Kaif)

Here's a detailed thread covering Nykaa's journey from day 0 to becoming one of India's most valued unicorn.

Get. Set. Go

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