Auric
Auric is a Beauty & Wellness Beverage brand that has crafted 100% Natural Beverages for Mind, Body, Skin, Hair and Weight. The beverages are based on Ayurvedic Science. The Brand’s Proposition and Values as defined by Yellow Fishes, is centred around “Empowering people to lead a healthier life.”
BRAND REACH: PAN-INDIA
SECTOR: FOOD & BEVERAGES
SERVICES:
Digital Strategy + Social Media Strategy + Social Media Management + Influencer Marketing and Collaborations + eCommerce Website Design and Development. + SEO & SEM + Email Marketing + Content Writing + Website Maintenance ++
Challenge
With Auric, we were not only creating a new beverage brand, but a new category. The foundation of which was laid in our Branding Engagement. On Social Media, Auric should not have a monologue of sales pitch, but drive real engagement.
Approach
We took a very human approach on Social Media. Making the consumers aware of the brand, by advocating health and wellness. Not by communicating the drinks. This is in line with the Brand Core of ‘Empowering people to lead healthier lives.’
Strong Value
Strongly Positive partnered with Auric right from inception. A solid Digital Strategy helped us navigate the online presence of Auric from scratch to a community of over 300,000 customers, with total reach of over 40 Million in past 18 months.
For Strongly Positive, the scope of work was to take the brand forward on to Digital Media and Social Media Platforms. It included having a cohesive Digital Strategy at the centre of everything we did - Website Design, managing Social Media Communication, Response Management, Blogposts, and Online Advertising (Performance Marketing), among others.
WEBSITE DESIGN
The base camp of the brand is built around an e-commerce website. While it is mainly sales driven, it is designed with a unique and pathbreaking User Interface & Experience.
www.TheAuric.com was designed in a way that doesn't make the consumers feel that they are spending money, and gives an immersive experience. A website that doesn’t have a SHOP tab, but each page gives a shopping experience, with ubiquitous Add To Cart buttons. A subtle & smart way of applying Behavioural Economics.
The website was far removed from an ordinary website and which used a clear mobile-first approach. This supports all the performance marketing we have been doing via Facebook Ads Manager and Influencer Marketing.
Simplified messaging, with rich iconography, vivid imagery, easy to understand verbal language and an utterly simple UX that is devoid of frivolous animations, ensure that consumers know where to click and what to expect.
Every word written and every pixel is thought out well for the brand. Firmly integrated into Auric’s philosophy is the pursuit of health and wellness. Our Digital Strategy is to strengthen the brand in the eyes of the customers. Auric is not on digital to sell beverages, but to empower people to lead a healthier life. People just happen to buy, without much effort.
Build a Strong brand first. The Sales numbers would follow.
SOCIAL MEDIA MARKETING
A myriad of details and carefully chosen design elements give all communication a cohesive personality. Every website visitor and every customer on social media platform is left with a feeling of discovery and the desire for more. To make the communication as real as possible, all people shown in photos and videos are all as per the consumer profiling we have done.
Strongly Positive created a 360 degree customer journey – a unified view of all customer touch points – with a one of a kind brand experience.
PERFORMANCE MARKETING
For Auric, we have been exploring all the performance marketing avenues — from Facebook Ads Manager, to YouTube and TikTok. These are supported by Search Engine Marketing Ads, Display Ads and weekly blogposts. On an average, we have fetched 2.2X returns on the Ad spends. We do dial up the spends as and when needed for better optimisation.
CLIENT TESTIMONIAL
Strongly Positive was a natural evolution for me, after having worked with Yellow Fishes. I love the team, and had worked with them for over a year until then. The fact that they knew about brand better than anyone else was icing on the cake. The entire work on the website right from choice of words to selection of colours, is done fabulously and meticulously by Strongly Positive. Making Social Media presence when there is no product is not an easy thing to do. When you can’t reveal the product and you still have 6 months until launch, it is even tougher to keep the engagement of your audience high. Strongly Positive managed to take this in their stride and without spending a single penny on media execution. I can confidently say our social media IG page - @DrinkAuric had great engagement. The design sensibilities and delivery commitments were never an issue and is a testament to their strong team & project management. Grateful to SP to have introduced Auric on Social Media!
Deepak Agarwal
Founder & CEO, Auric