Case Study · Brand · Social · Performance

Client

MiArcus

Premium baby care,
scaled with community

Building brand awareness and market presence for a premium baby and mom-care brand - through community, content, performance and a brand-ambassador-led push.

92%+

Store footfall (MoM, 6 months)

4–5x

Consistent ROAS

60%+

TOPR on Adwords campaigns

Client

MiArcus

Industry

Baby & mom care (D2C)

Region

India - PAN India

Duration

12 months+

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01The Client

Premium care for every stage of motherhood.

MiArcus offers a range of premium baby and mom products to support the goal of providing the utmost care at all stages of pregnancy and a baby's growth. The brand set out to build awareness and establish its presence in a category dominated by established names.

Industry

Baby & mom care (D2C)

Service focus

Brand, social, performance, web & influencer

Region

PAN India

02The Challenge

Standing out in a crowded baby-care market.

The challenge was to create brand awareness and establish presence while competing with established brands in the baby-care category.

Building awareness

Creating brand awareness and establishing market presence from a standing start.

Competing with incumbents

Going up against well-established brands in the baby and mom-care category.

Trust & recall

Improving brand recall and building trust with new and expecting parents.

Online-to-offline

Driving footfall into offline stores alongside online sales.

03Our Approach

A cross-functional team, an integrated push.

A small cross-functional team was created at The Brand Bee, as the digital solution spanned multiple dimensions - persona work, journeys, web, performance, community and influence.

Personas, journeys & brand

Established detailed user personas and segmentation by product-category fit, including pregnancy-stage segments.
Created an integrated buyer's-journey framework reviewed end-to-end by account managers and content specialists.
Undertook dedicated strategies to improve existing brand recall.
Redesigned the website with new features benchmarked to international standards and built around customer journeys.

Performance & mar-tech

Ran conversion-focused ad campaigns across Facebook, Google and Instagram to hit sales targets at a consistent ROAS.
Scaled engagement via enhanced mar-tech, with website initiatives developed for a PAN-India operation.
Ran online campaigns specifically to increase offline store footfalls.

Community & influence

Created and managed a community, "Making Motherhood Joyful", bringing moms onto one platform with valuable content.
Executed a considered influencer-marketing strategy with mom-bloggers to grow reach and awareness.
Activated a brand photoshoot with Kareena Kapoor as brand ambassador to gain visibility.

Capabilities enabled

Research & analyticsBrand & communication strategySocial media marketingAd campaign strategySales / ROI generationEmail marketingWebsite developmentCelebrity endorsementShoot management

◆The Work

The creative that carried it.

A look at the work The Brand Bee produced for MiArcus - including the brand ambassador campaign with Kareena Kapoor Khan.

Brand & Identity

The brand, built to be seen. Identity and visual language designed for recognition and recall.

View shoot →

Celebrity Endorsement

Kareena Kapoor Khan, as the face of MiArcus. The ambassador campaign shoot, managed end to end - four set builds, product staged across the range, and the picture library the year of marketing ran on.

Celebration set - the gifting range staged for the campaign

Green teepee set - wide frame with the nursery styling

Green teepee set - seated portrait with the koala range

Green teepee set - close portrait with MiArcus gifting boxes

Pastel nursery set - crib, blankets and gift packaging in frame

Pastel nursery set - standing frame beside the crib

Pastel nursery set - the crib styled with MiArcus bedding

Ivory set - the MiArcus nursery range styled in fabric-wrapped monochrome

Ivory set - seated portrait with the MiArcus soft-toy range

View profile →

Social

Social that earns attention. Scroll-stopping creative made for the feed, running on @official_miarcus.

Baby & Mom Care · D2C India

MiArcus

The storefront rebuilt around the parent rather than the catalogue. Benchmarked to international standards and organised the way parents actually shop - by category, by age and by occasion - with community content and a store locator built in, so online browsing feeds the offline shops.

View website →

04Results

Footfall, sales and recall, all moving up.

Community management and online ad campaigns combined to lift both in-store footfall and online sales.

300%+

In-store footfall increase, MoM over 6 months

4–5x

Consistent ROAS on online sales targets

60%+

Maintained alongside consistent top-of-page rate

Community management and ad campaigns helped increase store footfall by over 300% MoM in six months.
Increased market coverage and brand retention through an upward growth trend over 12 months.
Influencers helped extend reach, meeting and beating the KPIs set by the client on an MoM basis.
Online sales targets met month on month at a consistent ROAS between 4–5x.
Consistent TOPR (Top of the Page Rate) across all Adwords campaigns, with a 60%+ benchmark maintained.

05The Outcome

A premium brand, noticed and trusted.

Through personas and journeys, a redesigned web experience, performance marketing, an engaged parent community and an ambassador-led push, The Brand Bee helped MiArcus build awareness, recall and sales - establishing the brand in a competitive baby and mom-care market.

Deeptanshu Bansal

Founder & CEO, The Brand Bee

Towards Better

Premium baby care,
scaled with community

Premium care for every stage of motherhood.