Mamaearth Vitamin C Serum Launch

01 Challenge

Mamaearth was launching their Vitamin C Serum into a saturated category. Multiple competitors had recently launched similar products, and the brand needed to break through with authentic creator voices — not polished ads. Budget was fixed at a mid-market level, requiring a high-volume micro creator strategy rather than a few macro influencers.

02 Approach

• →Briefed 47 micro creators (20K–80K followers) in beauty and skincare niches across Tier 1 and Tier 2 cities.
• →Two content angles: "Morning routine integration" and "Before/after glow results" — giving creators creative freedom within guardrails.
• →Staggered posting over 30 days to sustain algorithm reach rather than a one-day spike.
• →Each creator received 2 product units — one to use, one for photography — ensuring authentic content quality.

03 Results

• →8.2M cumulative reach against a category-average benchmark of 4.1M for similar budgets.
• →6.4% average engagement rate — 2.1x the Instagram micro-creator benchmark of 3.1%.
• →94 pieces of content produced — repurposed by the brand for paid social and email.
• →Product listed as "bestseller" on Nykaa within 45 days of campaign launch.