In our previous article, we learnt in detail about the marketing strategy of the Indian e-commerce company, Nykaa. In this article, we are going to elaborate on the marketing strategy of Pipa Bella – one of India’s leading fashion jewellery brands.
The objective is to help you gain insights into the marketing strategy of Pipa Bella and how it established itself as one of the fastest-growing e-commerce specialising in affordable trendy jewellery players.
Digital marketing is extremely important as it helps marketers to focus on targeted audiences with a global reach and get deeper insights into customer behaviour, tastes, and preferences. If you are interested in sophisticated digital marketing, then watch IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.
In this case study, we will analyse the marketing strategy of Pipa Bella, digital channels and shopping campaigns leveraged to expand its customer base. Before we explore the multi-faceted marketing strategy of Pipa Bella, let us begin by learning more about the company’s story, target audience and digital presence.
About Pipa Bella –
Source – Pipa.Bella
Pipa Bella offers India’s modern women a fast and easy online shopping experience with a range of versatile jewellery – Gold-plated charm bracelets, pendant designs, personalized jewellery, antique silver jewellery, statement earrings, ear jackets, chandelier earrings, engraving, Swarovski pendants, statement cuff, silver earrings, big fashion earrings, cocktail rings, and statement necklaces.
Pipa Bella is one of India’s leading fashion jewellery brands selling novel and curated collections of custom-made and ready-made jewellery and accessories across India and South East Asia.
Pipa Bella has established various innovative online platforms in India at Pipabella.com, Koovs, and Myntra and internationally on Lazada.com, Zalora.com, Bonanza.com, and Amazon.Uk, Etsy.com.
In the imitation jewellery industry, Pipa Bella differentiates itself from its competitors with its custom-made and ready-made jewellery varieties. It targets to develop itself as the market leader in the non-precious jewellery segment with an estimated market share of $10 billion in the upcoming 5 years.
Award-winning Pipa Bella has received Google SMB Heroes 2017 Award, The Axis Bank Digital Women in Business Award, the Top 35 Under 35 Award by Entrepreneur Magazine, Digital Women in E-Commerce 2017 Award by Shethepeople.tv and was listed in the Top 25 Companies by Singapore’s Javelin Startup-O Victory Fund.
The brand has been adorned by top Bollywood celebrities such as Parineeti Chopra, Alia Bhatt, Kareena Kapoor, Karishma Kapoor, Priyanka Chopra, Sonam Kapoor, Bipasha Basu, Kiara Advani, Kriti Sanon, Kalki Koechlin, Shraddha Kapoor, Neha Dhupia, and Shibani Dandekar.
In the global market, it has been featured in International fashion and business publications such as Vogue, Harpers, Elle, Economic Times, and Wall Street Journal.
In April 2021, Nykaa Fashion, the fashion e-commerce platform of Nykaa, acquired Pipa Bella to meet the growing demand for fashion jewellery in India.
They capitalize on the rising trend of quality jewellery in crystal, resin, metal, stone and beads which range from Rs 500 to Rs 6,000 for custom-designed pieces.
Quick Stats
| CEO | Shuchi Pandya |
| CMO | Ashna Mehta |
| Area Served | India and South East Asia |
| Industry | Retail, Fashion & Accessories |
| Market Revenue | $531K as on Dec 31, 2020 |
| Vision | Pipa Bella reflects Nykaa’s vision to always stand for good quality and well-curated designs at accessible prices. |
| Tagline | Glow in your own light |
Marketing Strategy of Pipa Bella –
Let’s begin the case study on the marketing strategy of Pipa Bella by presenting its STP Analysis because there are many aspects to take into account while building the optimal marketing strategy.
Segmentation, Targeting and Positioning
Segmentation & Targeting
On Instagram and Facebook, Pipa Bella has around 350K audiences and among them, 70% are women and men account for the remaining 30%.
Pipa Bella has products for all age groups but the majority of buyers, approximately 55%, are in the age bracket of 25 – 34 years as social media and tech-savvy urban shoppers are looking for such trendy, niche and affordable jewellery brands.
Pipa Bella targets millennials, college students and office-goers with personalized, minimalistic and premium fashion accessories in the Indian market.
Positioning
Collaboration has aided Pipa Bella to develop synergies with Nykaa and develop strong positioning within the wide e-commerce fashion network.
Marketing Campaigns
- Initially, Pipa Bella focused solely on organic marketing through offline trunk shows, and exhibitions, and recruited brand ambassadors to promote the brand. This helped with the initial marketing boost and spread brand awareness through word of mouth. Later Pipa Bella partnered with Sokrati and OnlineSales.ai for its diligent performance marketing campaigns to expand its target audience through specific interest-based campaigns.
- Trend-based keywords were utilized for shopping campaigns instead of generic jewellery keywords. For example, relevant Pipa Bella ads were displayed if a user searches for ‘charm bracelets’ rather than displaying an ad for bracelets. Pipa Bella adopted an optimized cross-channel campaign strategy across Google Search, PLA, Remarketing, Facebook Ads, DPA, and Instagram Ads.
- For a line of “merchandise” that might either be the holy grail for all Mallika Dua fans or merely a way to buy casual jewellery that also serves as a conversation starter, Pipa Bella, an online accessory retailer, has teamed up with Dua. The accessories, which are worn by Dua in photos on the website, include earrings, neckpieces, bracelets, rings, hairpins, and charms. A few products from the just-released line have already sold out and are being restocked. Take the Nimbu Mirchi earrings, for instance. The matte gold-plated brass pair is layered with moulded chillies (mirchi) and a single lemon (nimbu), an iconic Indian symbol of good luck.
Social Media Marketing
Pipa Bella brand has utilized all the social media platforms to promote its brand – Instagram, Facebook, Twitter, and LinkedIn.
- Instagram – 381K
- Facebook – 344K
- Twitter – 2K+
- LinkedIn – 3K
It has established a Facebook page for advertising and promotion and most of the ads are based on the Carousel formats. Pipa Bella uses Click for action as Shop Now, which helps to reduce conversion cost per ad and helps achieve higher conversion.
Pipa Bela leverages the Instagram Story feature to showcase upcoming collections.
SEO Strategies
Source – UberSuggest
According to SEO Standards if organic keywords are less than 500 then it is bad, more than 1000 are good and more than 10,000 are amazing. As seen Pipa Bella has 6K+ organic keywords which is good.
Next is monthly traffic, monthly traffic of more than 20K is amazing and as seen they have 13K+ which is good. The result shows that Pipa Bella needs to pull up their game for SEO.
Influencer Marketing
Pipa Bella has a market strategy to work with celebrity stylists and social media influencers to launch new categories or products.
Earlier Pipa Bella has collaborated with famous social influencers and well-known Indian jewellery connoisseurs such as actress Kiara Advani, celebrity blogger Miss Malini, and make-up Artist Namrata Soni, to popularize curated collections.
Pipa Bella jewellery has been flaunted by the biggest actresses in the Bollywood industry – Parineeti Chopra, Alia Bhatt, Kareena Kapoor and Kalki Koechlin.
India’s most well-known and rapidly expanding jewellery businesses have also been featured in top fashion publications such as Vogue, Cosmopolitan, Elle, The Wall Street Journal, Economic Times, Femina and Grazia.
E-Commerce Strategies
After Nykaa’s acquisition, Pipa Bella continues to offer its services on its website – http://www.pipabella.com/ and markets its portfolio under the Nykaa Fashion platform.
Pipa Bella has also partnered with many Business to Business e-commerce platforms to expand customer reach such as bzaar.com
Pipa Bella products are available online in India at Pipabella.com, Koovs, and Myntra and internationally on Lazada.com, Zalora.com, Bonanza.com, Amazon.uk, and Etsy.com.
Content Marketing Strategies
Pipa Bella has engaged with various blog websites for sharing insights, strategies, and operating models for Pipa Bella and to spread brand awareness.
Sokrati, Pipa Bella’s marketing agency has published success stories of how Sokrati optimized Pipa Bella’s cross-channel strategy and shared insights based on an interview with the founder Shuchi Pandya.
Digital fashion brand and retailer, Pipa Bella has utilized other digital publications such as thedigitalyug, behance.net, cbinsights.com, qoruz.com, economictimes.indiatimes.com, and www.bloomberg.com.
This ends the marketing strategy of Pipa Bella.
What’s Unique in the Marketing strategy of Pipa Bella?
Unlike other jewellery brands, Pipa Bella heavily focuses on selecting materials, merchandise, and catalogue based on deep-dive customer research and data analysis. To understand consumers better, Pipa Bella uses research based on age, psychological profiles, and geography extensively.
The company promotes products based on previous transactions and upcoming trends to decrease bounce rates, promote customer engagement, and improve conversion rates.
To diversify and expand globally, Nykaa Fashion can promote Pipa Bella products through partnerships with international retailers and establish international distribution networks.
Pipa Bella can adopt Ad format analytics and optimization suggestions as apart from picture Facebook Ads, they can leverage video ads to expand ad visibility among users.
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