Detailed Marketing Strategy of andMe – Precise Analysis

Updated on: Jul 19, 2022
Marketing Strategy Of &Me - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In our previous article, we learnt in detail about the SWOT analysis of andMe. In this article, we are going to elaborate on the marketing strategy of andMe.

andMe is a brand that focuses on women’s empowerment through its products and is recognized as a Top startup in India in 2022 by Herstory.

Marketing acts as a backbone of a company that can either make it or break it. As the world is going digital, marketing has followed a digital shift. If you’re interested in new-age digital marketing, you ought to check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

This blog will go over the marketing strategy of andMe in detail. Let’s start by learning about the company’s history, target audience, and digital presence before we dive in.

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About andMe 

Marketing Strategy of andMe

A women’s health and wellness brand, andMe focuses on solving women’s functional needs across menstrual health, fitness, beauty, and wellness. andMe is Women’s first, solution-driven, research-led company to serve the needs of women in a unique and helpful way.

At present, andMe has over one lakh consumers and has raised an undisclosed amount in seed funding from US-based private equity investment Matrix Partners India. It is present in more than 600 retail stores across five cities in India.

The andMe products are available on online platforms such as Amazon, BigBasket, Nature’s Basket, and Flipkart. The startup’s product includes health drinks for women, including a range of PMS drinks. The products help women during their cramps, bloating, mood swings, PCOS, and much more. The andMe products have no preservative, no sugar, and no artificial flavours; it has scientifically proven ingredients and is co-created with health experts. The products are trusted by more than 2.5 lakh women.

andMe also retails a drink for PCOS aimed at hormonal balance, and a range of beauty products focussing on healthy hair and skin. andMe understands that women have different health and nutritional needs and have less time for self-care. The startup offers drinks with five Ayurvedic herbs, 12 vitamins and minerals, and two to four fruits and vegetables.


Quick Stats on andMe
CEO Ankur Goyal
CMO Sheta Mittal
Area Served Asia
Industry Women’s nutrition, Healthcare, Beauty, Fitness, Food and Drink, not juice, menstruation, and period blues
Market Share/ Revenue N/A
Vision To offer unique transformational products for beloved women
Tagline Empowering Women With Health


Marketing Strategy of andMe 

Here we are going to learn about the marketing strategy of andMe.

Segmenting, Targeting and Positioning 

Marketing Strategy of andMe

&Me focuses on women’s health and has products for ladies in all age groups. They create products made of natural ingredients for PCOS, thyroid, menopause, period pain, etc. 

They are trying to build a Women’s first, solution-driven, research-led company to serve unique needs across menstrual health, fitness, beauty, and psychological state. They help women who are facing hormonal, pre & post-pregnancy, vaginal, wellness & nutritional, diet & health plan, and hair & skin-related problems.

They segmented the market into three buckets specializing in the product offering. Narrowing it right down to PCOS, PMS, and BEAUTY – which we all felt were mutually exclusive, they built segmentation for easier product communication which wasn’t an overnight exercise, least to say!

The brand understood that there’s a need for people to be aware of common health issues women face and then talk about these issues more often and more openly. This is often exactly what they built their brand awareness and positioned their brand among the females who face these issues. Let’s see and unlock the secret marketing strategy of andMe which helped them to build their brand. 

Marketing Campaigns 

#Unstoppable – Celebrating Women 

Marketing Strategy of andMe - Campaign 1

The brand has launched a campaign ‘#Unstoppable’ (July 1 – September 27, 2019) to celebrate women.

In a country where purchasing sanitary napkins is still an embarrassment and the word menstruation is surrounded by taboos, &Me, a number one Women’s Health Brand, has come up with a singular campaign #Unstoppable to crush the stigma attached to periods by inspiring dialogue circling menstrual health awareness and education. 

The three-month-long campaign was planned in three phases (“She is Unstoppable’, ‘You are Unstoppable’ & ‘We are Unstoppable’), wherein each phase celebrates women and their journeys of overcoming menstrual health challenges to stay Unstoppable. 

Results – The campaign within the first month featured over 20 celebrated women achievers from across corporate, businesses, sports, and therefore the digital world who discussed their journeys and untold stories of menstrual health.

#NaturalAndHolistic – Bringing awareness to various health issues

Marketing Strategy of andMe - Campaign 2

By working with various women creators, the brand wanted to bring awareness to varied health issues women have including hormonal imbalances, thyroid, PCOS & PCOD, and UTI-related issues. 

The brand wanted to require a holistic approach to promoting its products. They understood that there’s a need to talk about these issues openly and bring awareness to these topics and their solutions. Thus, they wanted to start a conversation around women’s health and make talking about these health issues less of a taboo.

Marketing Strategy of andMe - Campaign 3

The creators together with &Me put out YouTube videos talking about different women-centric health topics. They also spoke about how &Me products can help.

To begin their product campaign, the brand onboarded a pair of YouTube creators to talk about different health topics – thyroid, PCOS, and UTIs. A complete of 11 influencers were shortlisted to create videos for a mix of these topics. 

Only Micro-influencers were selected to specialize in engagement and stay within budget. Each creator was asked for one 3-5 minute integrated/dedicated video only. 

Results – Within one month these were the performance of each campaign 

Marketing Strategy of andMe - Campaign Results

Social Media Marketing 

andMe has a great social media presence. They understand the opportunity hidden within social media and their growth.


Despite what you would possibly hear, Facebook marketing isn’t dead.

Even with the recent rise of other social media platforms like Instagram, LinkedIn, Youtube, TikTok, and therefore the likes, with over 2.4 billion users, Facebook remains the world’s largest social media platform.

And, of these 2.4 billion users, the overwhelming majority spend an average of 60 minutes on Facebook every day.

AndMe has played well on Facebook 

They have well optimized their page and have a follower base of more than 85,000 

on Twitter 

Marketing Strategy of andMe - Twitter

With quite 145 million active daily users, Twitter should be an element of your marketing strategy. It’s the fifth hottest social media network, and it’s a gold mine of customer insights and opportunities to create your brand, drive sales and win fans.

Although here &Me has not had a good presence on Twitter, with only 50+ followers, &Me should now start thinking about working on popularizing its Twitter handle.


Marketing Strategy of andMe - Youtube

In 2022, YouTube is going to be a global multimedia company that helps connect people through the power of video. It’ll become an essential part of daily life for billions of users in every country worldwide. YouTube will still be where people go for informative and educational videos.

On YoutTube, andMe has its channel by the name “andMe – Simplifying Women’s Health” with more than 1.38k subscribers and 177+ videos and YouTube shots. The video posts include micro-influencers reviewing andMe range of products, health tips & guidance and several &Me campaign-related videos.


Marketing Strategy of andMe - Instagram

With over 800 million unique monthly users on Instagram, marketing on the platform is completely worth it. Not only does this give your brand a further channel to use when interacting with your audience, but many have also found success with direct purchases through the platform.

andMe has a verified account on Instagram by the name with followers soon going to touch the bar of 40k. The posts and reels are promotional, informational, tie-ups with other brands and businesses, offers & giveaways, micro-influencers partnerships, health & hygiene tips, and talk about women. &Me is pro-active on Instagram as compared to other social media platforms.

SEO Strategies

Marketing Strategy of andMe - SEO

According to SEO ranking, it’s said that the number of keywords below 500 is bad, above 1000  is sweet and 10000+ is great. Now,  we will observe that the organic keyword of AndMe is 7,271  which is sweet on an SEO scale. It means the website is gaining a good number of insights. 

The organic monthly traffic of this website is merely 8,182 which is very low.  consistent with  SEO ranking, above 20 thousand visits are considered to be good.

This is sensible that AndMe needs to gear up to improve its monthly traffic and user engagement to rank at the top of SERP. 

Influencer Marketing

As we are talking from the starting onwards of this article, that &Me tie-ups with micro-influencers who are ready to collaborate with andMe in the creation of promotional content at an effective cost. 

We on a daily basis see various small and medium influencers on YouTube and Instagram uploading content that talks about the benefits of andMe. 

andMe took advantage of the chance to interact with its audience of micro-influencers, who are already interested in women’s health reviews, to persuade them to promote products by creating content further helping in generating consumer leads for andMe.

E-commerce Strategy

Marketing Strategy of andMe - Results

AndMe wanted to succeed in a broader set of its target audience and showcase its products in front of them. They were trying to find a single solution to help them grow new and existing marketing channels. On the opposite hand, they wanted a marketing automation solution with great support and reliable operation. So they started e-commerce and showcased their products all over the website.

Within the primary two months of getting into e-commerce &Me’s sales quadrupled: +400% vs. the identical period 81.6% increase in sales, &Me also nearly doubled their conversion rate.

These were the most secret marketing strategies played by andMe which we have unlocked in this article. Through this wonderful case study of andMe we have gained a lot of insights into the brand and its marketing strategy. 

Mobile App

Yes, andMe has its own mobile app by the name andMe which is a one-stop destination for women’s health. Through the app, our wonderful women can easily keep track of and assess their health journey. They can also seek free consultation from &Me’s health experts available 24*7.

The application has more than 10k+ downloads which are relatively low compared to its competitors. The star rating of the app is also 3.6 which indicates that the performance of the application and user experience are lacking somewhere. &Me should start working on updating its application for a better user experience.

Content Marketing Strategies

The content marketing strategy that &Me follows up is providing informational blogs related to women’s health. Also, the application by andMe provides access to 1000+ blogs and health content tailored for Indian women.

andMe does not want to give its customers that untouchable impression. Instead, it has adopted a strategy of an honest and open two-way conversation.

andMe believes each social media serves a different communal purpose. On Instagram, they use live stories and posts, focusing on the quick eye candy. On Youtube, they post long-form educational content. Facebook and Snapchat are used for event coverage.

They never tried to sell their brand directly, but rather they followed the path of indirectly promoting it through engaging and informative content. 

The users on social media platforms and visitors on the website enjoy the content related to the industry and associate andMe with the content that they love to consume. This is also the reason why andMe is successful in obtaining relevant traffic on its website.

We know you also want to attract and engage your desired target audience without forcing them to make purchases. Well, for that, you’ll need to muster a basic understanding of how to create a holistic content marketing strategy to ultimately convert your customers into paying customers without insisting them to pay.

This ends the elaborative marketing strategy of andMe. Let us conclude our learning below from the marketing strategy of andMe.

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What’s Unique in andMe Marketing?

andMe is empowering women’s health. Within this precise analysis of the marketing strategy of andMe, we observed that the centre of attraction or target audience of the brand andMe is women who are facing health-related issues. The products are vegan ayurvedic and natural and these products are solving those issues and have positioned the brand well.

andMe has a huge customer base and is rightly positioned in the minds of its target market, audience and customers. All thanks to the amazing marketing strategies that andMe used be it SEO, SMM, content marketing, mobile app, e-commerce etc.

The company has outperformed its competitors, and the main reason for this is the company’s outstanding marketing efforts in highlighting the brand to its customers. 

As the digital space is experiencing a boom in today’s world, a company needs to do better digital marketing. 

Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of andMe has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of andMe check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of andMe, and do share your thoughts on this case study marketing strategy of andMe in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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