FirstCry digital marketing strategies and case study

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

Firstcry is an online store for baby and kids products, founded in 2010 by Supam Maheshwari. It is headquartered in Pune. Firstcry has over 2 lakh products and over 10,000 brands worldwide on its website. Read further to learn more about digital marketing strategies, and download the case study pdf of First Cry.
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Table of Contents

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.

FirstCry logo marketing strategies

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.

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.

Supam Maheshwari- CEO & co-founder of FirstCry
Supam Maheshwari- CEO & Co-founder FirstCry

While studying at IIM Ahemdabad 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.

Amitava Saha- COO & Co-founder of FirstCry
Amitava Saha- CEO & Co-founder FirstCry

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.

Amitabh Bachchan- FirstCry 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

Company TypePrivate
IndustryE-commerce
FoundersSupam Maheshwari
Amitava Saha
Prashant Jadhav
Sanket Hattimattur
Founded2010
HeadquartersPune Maharashtra, India
Area servedIndia
OwnerBrainBees Solutions Pvt Ltd
Chief Executive OfficerSupam Maheshwari
Revenue$230.64 mn (Rs 1740 cr in FY21)
Websitefirstcry.com
Contact/ Customer Carecustomercare@firstcry.com

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. In terms of 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. The main aim of digital marketing is to connect with customers and convert them into customers or leads.

FirstCry's digital marketing strategies are from looking for products to buying them.

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 a variety of digital channels to connect with its customers. These include 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, they ran ordinary TV and printed campaigns after their first Cry, but they discovered it 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 regarding a website strategy for their children. That’s why we’ve put together this comprehensive guide to their website.

First Cry's Website Strategies

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. And they’re constantly adding new products and categories to their 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 May 2020, the website received around 26 million 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, the members get free shipping on orders above Rs. 499 and also get 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.

FirstCry target audience demographics

First Cry’s major audience demographics range from 25-34 years old males & females with 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 parents life easier.

First Cry’s Social Media Marketing Strategy

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. First Cry 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 Strategy 

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

In the past, they had 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 heped them to gain a number of followers. As of November 2022 FirstCry has over 2million facebook followers.

FirstCry Facebook followers strategy

They also use carousel ads that show different products.

They also advertise on Facebook to parents. They run a variety of promotions on their website. They use Facebook advertising with offers such as ‘50% off on your first order.

They use a mixture of images and videos in their 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. 

Firstcry Facebook Ads Strategies

#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. The FirstCry Facebook marketing strategy effectively reaches out to parents and provides useful information.

First Cry’s Twitter Marketing Strategy 

On Twitter, the company boasts 9300+ followers with over 26,000 tweets. FirstCry’s Twitter marketing strategy is evident in how they address queries and complaints from parents and consumers.

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

First Cry’s Instagram Marketing Strategy 

The brand has over 880,000 Instagram followers and over 3,800 social media postings. They post to their followers about new items regularly.

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

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 successfully getting more than 8millions of organic search traffic.The focus is on driving relevant traffic that converts and not just increasing website traffic.

FirstCry- authority score, organic search traffic, paid search traffic, and backlinks

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 improving search Engine Rankings for the website. The team does this by working on improving the website’s organic visibility for relevant keywords.

FirstCry- Top organic keywords which helped to improve search engine rankings

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.

FirstCry organic enhanced reach and Awareness

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.

FirstCry- keywords are used with the intent to increase user experience

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 the user’s interests. The team also monitors the website’s bounce rate and works on reducing 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 the areas that need 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 them 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.

FirstCry's mobile app marketing strategies

To continue capitalizing on the growth of mobile, FirstCry has focused on creating a better mobile shopping experience for its customers. They’ve made improvements to their mobile app, including 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 10milions downloads of FirstCry mobile app.

First Cry’s Email Marketing Strategy & Case study

Regarding email marketing, FirstCry is a company that knows what they’re doing. They’ve been so successful with their email marketing strategy that they’ve grown their business by leaps and bounds.

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

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

In addition, FirstCry makes sure to send out regular emails. They keep their subscribers updated on new products, special deals, and anything else that might interest them. This enables individuals to keep engaged with their brand.

Subject Line: Prices Slashed to H✂️lf @ Jumbo Sale 🐘
Subject Line: Jazz up this Season with Flat 60%
OFF on Fashion 🤩

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.

First Cry ads campaign copies

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

First Cry paid ads strategy

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, and they have a proven track record of success. Their campaigns are creative, innovative, and effective.

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 is all about celebrating fussiness. The campaign 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.

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Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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