Raw Nature, a men’s grooming range entered the market in late 2017. Founded by stalwarts of the grooming industry, Mohit Saxena (an advertising professional and serial entrepreneur) and Sangita Desai (former sales director, GFF elements), Raw Nature has introduced a line of natural products focused at hair, beard, below-the-belt and skin care.
The start up has given it’s digital marketing mandate to Albatrot Digital, a full-service creative agency based out of Mumbai, with the objective to create Raw Nature’s brand communication, increase awareness, and drive sales.
Speaking about the brand, Shyam Gursahani, Strategy Head, Albatrot Digital said, “We love working with innovative start-ups such as Raw Nature. The category of men’s grooming is still in its nascent stage, and that leaves us with a lot of room to capture the market through creative, targeted communication. This, and the fact that the products are great made it an easy decision to come on board.”
The startup, after having acquired it’s initial round of funding now faces a dual challenge. One, to build awareness and get the right messaging out there about the brand. Two, to meet sales targets that will help carve the future of the brand.
Speaking about the involvement, Mohit Saxena, Co-founder Raw Nature said, “Men’s Grooming as a category is the fastest growing category in the beauty and grooming space. With this velocity comes the challenge of identifying our relevant target audience, establish our brand value with them and also drive online sales. Since we’re currently only sold online – on our website, Amazon and Nykaa – it was imperative to establish a strong digital presence. ”
Speaking about the choice, Sangita Desai, Co-founder Raw Nature said, “As a young company, it made sense for us to work with a team of driven people with fresh perspectives and ideas that align with what’s working today. Albatrot was highly referred to us and on looking into their strong background in the aspect of creatively communicating a brand’s message, we did not need to think twice before getting them on board. Turns out it was a great decision because in such a short time, not only have our sales have increased, but there’s also so much more awareness about our brand and our vision.”
Albatrot digital is currently handling the digital marketing mandate for Raw Nature which involves daily content creation for social media platforms, running and analysing ads via facebook, spreading brand awareness, maintaining the brand language and tonality, and campaign creation.
Speaking about their approach, Gursahani added, “We were determined to approach the challenge with an all-rounded digital perspective. We decided to first establish the brand’s image and the need for their products, and then drive sales from there. Raw Nature had already tried digital marketing but it showed negligible results. We turned this around by identifying their audience and using targeted media buying. We’re also currently working on a campaign to establish the brand’s philosophy of allowing men to be their thrilling, adventurous selves while still looking after themselves”