00:02
Sudhansh Kumar: I should not give a beauty tip to anyone, but for me it’s basically wash your face, apply sunscreen that’s as basic as I keep it.
00:16
Hi, my name is Sudhansh Kumar, I lead digital and growth marketing at Nykaa.
00:20
The incredible industry of beauty and personal care in India is experiencing a phenomenal rise, with revenue reaching a staggering sum of more than $20 bIllion in 2022.
00:29
Nykaa has always been at the forefront of the beauty revolution, redefining the art of e-retailing beauty and personal care. We offer a well-curated selection of over 4,500 brands and products from makeup, skincare, fragrances, imported brands, domestic brands as well.
00:44
We actually want to celebrate the style in each person, and that comes from being every customer’s confidante and companion. Our mission is to help people discover their unique beauty.
00:52
As a business, we’re immensely focused on profitability and that starts with sustainable growth, it’s actually one of the core tenets at Nykaa, in everything we do.
01:00
To achieve our objective, we wanted to effectively leverage Google platforms targeting the right users with Performance Max. And, we structured our campaigns to drive exactly this.
01:09
We also used Value based bidding on all Performance Max campaigns.
01:13
Next, we segmented all our campaigns by categories. And, by setting clear goals and measuring key matrices, we ensured that our campaigns drove tangible results.
01:21
The most important thing throughout this process is to embrace an experiment first mindset.
01:25
Our initial experience with Performance Max was a bit rocky, but with guidance from our Google team, and with product improvements along the way, Performance Max has become a key channel for us, consistently delivering well, even when we scale by more than 150% versus BAU.
01:39
Over the last year, our ROAS has improved by more than 15% after its implementation.
01:44
In our pursuit of sustainable growth, we also redefined our approach to expanding our customer base.
01:49
While we already had a loyal base, it was vital that we continue to acquire new users as well.
01:54
That’s when we leveraged the "New Customer Acquisition" feature on Performance Max, which actually uses our business data and Google AI to find new customers at a predefined acquisition cost.
02:03
By following Google’s recommended best practices, we actually saw 50% more acquisitions at our defined CPA targets.
02:10
In this partnership with Google, we have not only achieved profitable growth and seen great business results, we’ve actually seen our brand messaging come to life with impressive results.
02:19
As we continue to drive our mission, I would repeat that experiment first mindset is super important. It’s really about creative meaningful connections, and this is just the beginning.
