Case Study: First Cry’s Digital Marketing Strategies 2025 [Download PDF]

First Cry’s logo has undergone a rebranding exercise and looks very different from its earlier avatar. The new logo aligns with the company’s philosophy of ‘Making Parents Smile’. It is youthful, fresh, and vibrant and communicates First Cry’s positioning as a complete online store for newborns, infants, and toddlers.

The new logo is a big shift from the earlier version and reflects First Cry’s journey from being an online store to a complete parenting solutions provider. First Cry has always been associated with providing best-in-class products and services for newborns, infants, and toddlers, and the new logo communicates this message loud and clear.

PS: For those interested in how companies like First Cry, Amazon, Reliance, and TATA craft their marketing strategies, pursuing online digital marketing can offer valuable insights and skills.

About First Cry’s [History] 

Supam Maheshwari is the CEO & Co-Founder of FirstCry. When he decided to start over from the ground up, he was running his firm, Brainvisa Technologies, which specialized in e-learning.

While studying at IIM Ahmedabad as a skilled entrepreneur, he discovered that the products available on the Indian market did not meet his newborn baby’s demands. As a result, he bought most of his childcare items on business trips abroad. He left Brainvisa in 2009 and began a new firm.

Maheshwari started an informative site for expectant parents and new moms. In 2010, she teamed up with Amitava Saha to create a ground-breaking website that allows parents and expecting couples to give their children the best possible start in life from the comfort of their homes.

The journey started in 2010 with a strong vision to provide new parents with the best products and services. Their aim was (and still is) to make their parenting journey joyful, hassle-free, and memorable. They strongly believe that every parent deserves the best for their little ones, and we are on a mission to ensure they get it.

Today, this modest concept has grown into Asia’s largest baby- and childcare resource. Firstcry was started with an investment of just Rs. 10 lakh; today, it is a multi-million dollar company with over 1000 employees. It all started with the simple idea of making parenting easier by providing a one-stop shop for all baby and kid products.

They collaborated with Big B of the Bollywood industry and picked Amitabh Bachchan as a brand ambassador.

Firstcry.com is Today India’s Largest Online Store for Baby & Kids Products, with over 2 Lakh Stock Keeping Units (SKUs) and over 1000+ top International and Indian brands like Mattel, Ben10, Pigeon, Nuby, Farlin, Medela, Graco, Funskool, Chicco, Hotwheels, Nuk, Lego and many more.

They are a young and vibrant company with a passionate team about their work and committed to Firstcry’s cause. They have some of the brightest minds in the industry working with us and are proud of the culture that we have built.

They are currently present in India, Malaysia, UAE, and Saudi Arabia. They are rapidly expanding our footprint to other countries, as their goal is to be present in every country where there are new parents.

First Cry: Brand Overview

What Are First Cry’s Digital Marketing Strategies

The technology-driven comprehensive material and order management processes for the Omni-Channel Retailer’s efficient operations were designed and implemented.

The following are some examples of the trends that have taken place for the term digital marketing over time. Digital branding, online advertising, content management, web design, SEO, email marketing, YouTube marketing, customer experiences, social media framework, web experiences, etc., should be a top priority for any business.

Digital marketing is the process of using digital technologies to promote or market products or services. Its main aim is to connect with customers and convert them into customers or leads.

The company has a significant online presence and is one of the leading e-commerce companies in India. FirstCry has been investing in digital marketing since its inception in 2010. 

The company’s digital marketing strategy is based on the following three pillars

1. Creating a strong online presence 

FirstCry’s website is one of the most visited websites in India in the baby and kids category. The company has been investing in SEO and online advertising to maintain its ranking.

2. Connecting with customers

FirstCry uses various digital channels to connect with its customers, including social media, email, and push notifications.

3. Conversion

Once a customer is engaged, FirstCry’s goal is to convert them into paying customers. The company uses various methods, including discounts and offers, loyalty programs, and easy payment options.

Marketing and Advertising

Initially, First Cry ran ordinary TV and printed campaigns but soon discovered that this was a low-profit and high-expenditure model. Then, they utilized word-of-mouth and internet advertising to promote their business.

Firstcry began installing 32″ touch screens in its retail stores to provide in-store customers with a taste of online purchasing. Customers could browse the entire product range and purchase the spot. This was to tap into the growing trend of online shopping among Indian consumers.

First Cry’s Website Strategies 

First Cry is about giving parents the information they need to make informed decisions for their children. That’s why we’ve put together this comprehensive guide to their website.

They want parents to know that First Cry is India’s leading online destination for baby and kids’ products. And they have the numbers to back it up – over 2 million parents visit First Cry every month!

First Cry offers a wide range of products for all stages of childhood, from newborn to eight years old. It is constantly adding new products and categories to its site.

Some of the website strategies that First Cry uses to engage parents are:

Providing comprehensive product information: First Cry provides extensive product information on its website, including photos, videos, and user reviews.

Offering convenient payment options: First Cry offers a variety of payment options so that parents can choose the most convenient one for them.

Offering a wide range of products: First Cry offers a wide range of products, so parents can find everything they need for their children in one place.

Answering parents’ questions: First Cry has a dedicated customer service team that is always available to answer parents’ questions.

The website traffic is also increasing day by day. In July 2024, the website received around 7.5M organic visitors, which is a great number. The website has been designed keeping in mind parents’ needs, which is evident from the user-friendly interface and the ease with which they can find what they are looking for.

Moreover, First Cry has also started a loyalty program called FirstCry Prime. Under this, members get free shipping on orders above Rs. 499 and early access to sales and exclusive offers. Parents can also avail of discounts on products from FirstCry partner brands.

First Cry’s Target Audience

FirstCry helps parents find the best things for their children. They usually provide information on products, services, and resources to help parents make the best choices for their children & families.

First Cry’s major audience demographics range from 25-34 years old males & females, with a majority of females ratio of more than 50% & male ratio of 49%. They offer advice and recommendations on everything from sleep training to potty training and also offer product recommendations to make parent’s life easier.

First Cry’s Social Media Marketing Strategies

FirstCry is one of the leading baby care brands in India. The brand has a strong presence on social media and employs an aggressive social media marketing strategy.

FirstCry uses organic and paid social media marketing tactics to reach its target audience. The brand has a strong presence on Facebook, Twitter, and Instagram and posts regular updates on its social media channels, including product information, deals and offers, and expert advice on baby care.

The brand also runs regular social media promotions and contests, which help engage its audience and generate leads. First Cry has a dedicated team of social media experts who monitor the brand’s social media channels and engage with customers daily.

First Cry’s Facebook Marketing Strategies 

The most active Facebook community for FirstCry is OurFirstCry. The Facebook platform has 2.1 million followers for the brand.

In the past, they conducted a live session to educate parents on vaccination for youngsters. They’re usually sharing parenting advice. The brand has incorporated the Facebook feature “Shop Now.” When users click on this button, they are sent to the FirstCry website to shop. These strategies helped them gain a number of followers. As of July 2024, FirstCry has over 2.1 million Facebook followers.

They also use carousel ads that show different products.

They also advertise on Facebook to parents, run various promotions on their website, and use Facebook advertising with offers such as 50% off your first order.

FirstCry uses a mix of images and videos in its ads. When it comes to content, FirstCry focuses on quality over quantity. They post around 3-4 times a day, and the content is either an image, video, or article. 

#MomPrenuer has been a huge success on Facebook. The #MomPreneur hashtag-driven effort, launched during the third week of May, aimed to raise public awareness of entrepreneurship, provide information about women’s business opportunities, and break down the barriers that keep women from taking the plunge into self-employment.

The initiative was started by FirstCry’s co-founder Supam Maheshwari.

FirstCry has partnered with Sheroes, an online community for women, to mentor and support women entrepreneurs.

FirstCry’s Facebook marketing strategy focuses on informative and useful content for parents. It effectively reaches out to parents and provides useful information.

First Cry’s X (Twitter) Marketing Strategy 

On X (Twitter), the company boasts 10.9K followers with over 28K posts. FirstCry’s Twitter marketing strategy is evident in how they address queries and complaints from parents and consumers.

The brand has a separate X (Twitter) handle for its product, primarily addressing parental and consumer inquiries, concerns, and complaints.

First Cry’s Instagram Marketing Strategies

The brand has over 1.3M Instagram followers and over 3,800 social media postings. It regularly posts about new items to its followers.

They also have a shopping function on their Instagram profile, making purchasing simple for followers. They use the “Instagram Guide” feature, using which they’ve built a toddler clothing collection.

The brand also uses Instagram influencers to promote its products. They also use hashtags to engage with their target audience.

First Cry’s SEO Strategy 

FirstCry creates a high-performing team for product delivery, SEO, and Web Analytics. WorldofMoms.com is an example platform for capturing ‘digital moms’ beyond transactions, showcasing creative content, community, on-page optimization for better organic reach, and cross-channel marketing strategy.

The First Cry’s SEO Strategy Includes

1. Increasing Website Traffic

The team starts by understanding the business goals and then works backwards to strategize, execute, and measure success from an SEO perspective. They have successfully generated more than 8 million dollars in organic search traffic. The focus is on driving relevant traffic that converts, not just increasing website traffic.

For instance, if the goal is to increase sales of a particular product, they will optimize the website for relevant keywords, improve the product page experience, and set up Google Shopping campaigns.

2. Improving Search Engine Rankings

Firstcry’s SEO team works on improving website traffic and Search Engine Rankings by improving the website’s organic visibility for relevant keywords.

This includes optimizing title tags, meta descriptions, header tags, and other on-page optimizations. The team also creates high-quality content around relevant topics to attract backlinks from other websites.

3. Generating Leads and Sales

The ultimate goal of any SEO campaign is to generate leads and sales for the business. The team focuses on developing quality traffic that converts into customers.

To do this, they track conversions and organic revenue and optimize the website accordingly. The team also works on creating localized content to attract traffic from different countries.

4. Enhancing Brand Visibility and Awareness

Another important goal of SEO is to enhance brand visibility and awareness. The team works on optimizing the website for branded keywords to improve the website’s organic visibility.

They also create brand mentions and backlinks to improve the website’s authority. The team also monitors the website’s online reputation and takes necessary steps to improve it.

5. Improving User Experience

The team also focuses on improving the user experience on the website. This includes improving the website’s navigation, making sure the website loads quickly and making sure the website is mobile-friendly.

The team also creates high-quality content relevant to the user’s search query.

5. Increasing Website Engagement and Interaction

Another important goal of SEO is to increase website engagement and interaction. The team works on optimizing the website for social media signals to improve the website’s organic reach.

They also create high-quality content that is shareable and relevant to users’ interests. The team monitors the website’s bounce rate and works to reduce it.

6. Building a Sustainable SEO Strategy

The team also focuses on building a sustainable SEO strategy. This includes continuously monitoring the website’s SEO performance and making necessary changes to the strategy.

The team also keeps up with the latest Google algorithms and updates to ensure the website is compliant. The team also monitors the website’s backlink profile and works on improving it.

7. Measuring SEO Success with Web Analytics

The team also uses web analytics to measure the success of the SEO strategy. Web analytics is used to track website traffic, conversions, and other important metrics.

The team uses this data to fine-tune the SEO strategy and make necessary changes. The team also uses web analytics to report the SEO performance to the clients.

8. Improving Local SEO Rankings 

The team also focuses on improving local SEO rankings. This includes optimizing the website for local keywords, improving the website’s NAP (Name, Address, and Phone number), and creating local citations.

The team also creates content around local events and news to attract traffic from the local community.

9. Firstcry’s Roadmap to Success

Firstcry’s roadmap to success is simple but effective. The team starts with an SEO audit of the website to identify areas for improvement.

Once the areas are identified, the team works on improving them. The team also continuously monitors the website’s SEO performance and makes necessary changes to the strategy.

First Cry’s Mobile Marketing Strategy  

With their initial investment, FirstCry capitalized on the growth of mobile devices by creating mobile services like FirstCry.com’s mobile web and Android and iOS apps. The company has also made an extensive online and offline marketing mix to reach new parents, which has helped it become one of India’s leading baby care brands.

Mobile devices have become an increasingly important part of FirstCry’s marketing mi in recent years. The company has seen a significant increase in parents using its mobile app to browse and purchase products. Mobile now accounts for more than 50% of FirstCry’s online traffic and 30% of its online orders.

To continue capitalizing on mobile growth, FirstCry has focused on creating a better mobile shopping experience for its customers. They’ve improved their mobile app, adding new features and making the checkout process simpler and faster. They’ve also invested in mobile marketing campaigns to reach new parents and increase brand awareness.

Thanks to its mobile-first approach, FirstCry is well-positioned to continue growing in the competitive Indian baby care market with a rating of over 4.4 & more than 10 million downloads of the FirstCry mobile app.

First Cry’s Email Marketing Strategy & Case Study

Regarding email marketing, FirstCry is a company that knows what it’s doing. Its email marketing strategy has been so successful that it has grown its business by leaps and bounds.

So, what is FirstCry’s secret to email marketing success?

Well, they’re doing a few things right. For starters, they have a very large subscriber list, which means that they have a lot of people who are interested in their products and services.

In addition, FirstCry sends out regular emails. They update their subscribers on new products, special deals, and anything else that might interest them, enabling individuals to stay engaged with their brand.

Finally, FirstCry uses various tactics to get people to open and click through their emails. They use compelling subject lines, eye-catching images, and even personalization to ensure that their emails stand out in people’s inboxes.

All of these factors come together to create an email marketing strategy that is extremely effective. As a result, FirstCry has built a large and loyal customer base.

First Cry’s Ads Campaign Case Study

As a leading online retailer of baby products in India, First Cry increased sales by 63% with an Ads campaign strategy.

They strive to provide the best for customers. In this case study, we’ll see how ads helped the brand increase its conversion rate. Using paid ads, FirstCry targeted a large mass of new moms and moms-to-be. They provide quality products with quite attractive offers at reasonable rates to attract a new set of trustworthy audiences.

The paid ads strategy helped to gain traffic to the website & increase the SERP rankings.

First Cry’s Top Digital Marketing Campaigns

2018 was a big year for digital marketing. With the industry growing unprecedentedly, businesses turn to digital marketing to reach new customers and grow their brands.

First Cry is one of the leading digital marketing agencies in the industry. It has a proven track record of success and creative, innovative, and effective campaigns.

We will look at First Cry’s top digital marketing campaigns of 2018.

1. FirstCry Says #FussyisFantastic In A New Campaign

Firstcry’s new campaign celebrates fussiness. It highlights that every child is different and that there is no such thing as a “normal” child.

The campaign features birth parents and their children, who are all unique in their way. The campaign celebrates each child’s individuality and encourages parents to embrace their child’s quirks.

2. FirstCry Festive Fashion Campaign

FirstCry’s festive fashion campaign was a huge success. The campaign featured a range of festive and party-wear clothes for kids.

The campaign was a great way to get parents thinking about buying festive clothes for their kids. It also helped FirstCry position itself as the go-to brand for festive fashion.

3. FirstCry Winter’18 Collection Campaign

Firstcry’s Winter ’18 Collection campaign was a great way to get parents thinking about buying winter clothes for their kids. The campaign featured a range of winter clothes for kids, including coats, jackets, and hats.

4. FirstCry Moms Gone Mad Fashion Sale Campaign

FirstCry’s Moms Gone Mad Fashion Sale was a huge success. The campaign featured a range of clothes for kids at heavily discounted prices.

The campaign was a great way to get parents thinking about buying clothes for their kids.

Conclusion

The most important skills learned by FirstCry included user engagement and recurring purchases, which resulted in increased average order value. At last count, FirstCry has had ten million downloads on the Google Play store.

It’s a big job to run an E-commerce store specializing in baby items, especially when you’re the first to do so in the nation. Every day, they do whatever they can to stay up with the name of Asia’s biggest store for every type of baby care item.

Do you want to learn digital marketing strategies? If so, you are in the right place.

Digital Scholar is a digital marketing institute that offers you an extensive training program that helps you develop your skills and expertise in this field.

This institute offers you the complete package of digital marketing training that covers all the important aspects of this field.

Some of the essential modules included in this program are

1. Search Engine Optimization: In this module, you will learn how to optimize your website for the search engines to rank higher in the search results.

2. Social Media Marketing: In this module, you will learn how to use social media platforms like Facebook, Twitter, and LinkedIn to promote your business.

3. Pay-Per-Click Advertising: In this module, you will learn how to use pay-per-click advertising to generate leads and sales for your business.

4. Email Marketing: In this module, you will learn how to use email marketing to build relationships with your customers and prospects.

5. Conversion Optimization: In this module, you will learn to optimize your website for conversions to generate more leads and sales.

6. Web Analytics: In this module, you will learn how to use web analytics to track, measure, and analyze your website traffic.

7. Content Marketing: In this module, you will learn how to use content marketing to attract and engage your target audience.

8. Mobile Marketing: In this module, you will learn how to use mobile marketing to reach and engage your mobile audience.

9. E-commerce Marketing: In this module, you will learn how to use e-commerce marketing to promote and sell your products and services online.

This institute also offers the opportunity to get certified in digital marketing. To learn more, visit Digital Scholar.in or join their free digital marketing course today!