The mCaffeine marketing blueprint decoded by Vaishali Gupta
However, building an entire brand on social media with an audience of around 700 million active internet users requires one to stand out from the crowd. They instead tapped into consumers' fondness for coffee and introduced a distinctive offering of a single-ingredient product in the skincare and haircare industry.
Fascinated with the anti-inflammatory and strengthening properties of tea and coffee, the team of founders started studying it in detail to find that nobody in India was buying products with caffeine as the core ingredient.
This is what gave birth to mCaffeine, says Co-founder and Chief Growth Officer, Vaishali Gupta. As a brand, Gupta feels that mCaffeine has a very strong psychological connection to consumers wherein they feel more rejuvenated, and lively and it makes them feel up for life.
“Based on its core benefits, we feel that the brand stands for delivering a unique experience to your senses. Since caffeine is present in coffee, tea, and chocolates, the brand has relied on these three ingredients as pillars of content.
“We are an experiential brand that delivers experiences via the texture, fragrance, and design of the product. While delivering experiences through their products is the central communication theme for the brand, one of the challenges that the D2C brand often faces is gaining consumer trust and retention. Secondly, the frequency of the content is also something that impacts the trust of a brand in the consumer's mind.
She also spoke about the following three Es in marketing - Ethos, Efficacy, and Experience to win consumer trust. Further shaping up these three E pillars of marketing, mCaffeine, for their part, has expanded their channels of communication with two core things in mind - the platforms their consumers are present on and which channel will do justice to what brand wants to communicate.
Gupta mentioned that when they first started, anyone discovering products was sitting on Instagram and Facebook by default. Building awareness about the brand through these platforms has become a key element especially since Reels have increased viewing time for audiences.
Blending this with snackable, humorous, and often informative content, mCaffeine has been banking on the fundamental idea of providing experiences. “Picking the right content matrices, building your brand, and communicating your message most simply and organically possible is important for the brand to engage the consumers,” continues Gupta.
Users' changing content consumption patterns have eventually led to the brand moving on to other platforms. While YouTube as a platform used to be known for long-form content, Gupta observes that the viewership is shifting to short-form shorts and stories quickly.
Following social media, D2C brands have been moving on to traditional platforms like television and eventually entering retail markets. Gupta mentions that they started going for television and connected TV as a marketing medium only nine months ago.
She says that the consumers have communicated their trust and this has led to their expansion across mediums. Gupta believes that consumers won’t believe a brand story if there’s no key opinion leader taking charge of the communication. With relatable content and the expansion of mediums, they eventually roped in the right set of influencers to build trust.
When asked about the reason for choosing her, Gupta said, “I think she relates with millennials, is candid and they respect her choice of content. For a D2C brand that started in the competitive personal care segment, mCaffeine has carved a niche with its core ingredient, created a craze for coffee scrubs amongst internet users, and expanded into retail by building differentiation and consumer trust.
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