Customer Acquisition & GTM
Case Study: Driving customer acquisition through Story-telling, covers the conditions and wins of launching “Gifting” category and the results.
Nicobar wants to drive customer acquisition by identifying product and category affinities of first-time customers and build a tailored marketing campaign strategy based on the insights
About Nicobar
Founded in 2016, Nicobar is an Indian lifestyle design brand that focuses on travel, home, and fashion accents, built with a digital focus from the outset. Founded by Raul Rai (Investment banker turned design retailer) and his wife Simran Lal (also CEO of Good Earth, a heritage luxury brand under Eicher Motors Limited, the company behind Royal Enfield motorbikes.) Nicobar’s design philosophy has two stands; mindful design and products that have a tropical, modern design signature. At Nicobar Indian-ness is an undercurrent which translates to reflect in the designs that have local influences but are globally relevant so you could be as much at home wearing Nicobar in a London Tube or a New York subway.
New Delhi, India
Summary
Since its inception, Nicobar has focused on content and story-telling to drive marketing initiatives. While Nicobar's storytelling has rekindled the joy for Indian-ness as an undercurrent of modern design, one of the biggest challenges the brand has faced is to scale business online without resorting to discounts. It was therefore essential that Nicobar delivers high-converting content that is not only distinctive, relevant to its target consumer group, but also consistent in its attributes across all customers touch-points so that it builds a strong recall.
The gifting campaign is a quintessential example of content marketing complementing design-led products, to move the needle on furthering business goals, such as, growing digital to 25-30% of our revenue, expanding our product categories and acquiring international audience- all without resorting to discounts.