03
January
2020
|
09:56
Europe/Amsterdam

'Context for content for success' by Nuud

Really listen to your audience and smart usage of algorithms to save on media budgets

‘Listen to your customers, their needs and their expectations’. Martijn van Seters [Co founder Nuud] flips the traditional perspective and lets his audience ‘own’ and develop the product. An outstanding example of tapping in and listening to their audience is the limited black edition of the sugar cane tube. More manly as not all dudes were eagerly enthusiastic about the pink design. 

Martijn is a smart entrepreneur with balls. With his origin in the beauty industry, he stumbled upon the plant-based formula for an all-natural and effective deodorant. Challenged by his peers ‘this is far too niche and never will be viable, let alone profitable’ he proved them wrong. Very wrong.

Let the sales numbers speak for themselves; Launched in September 2017. And +400% growth from 2018 to 2019. Currently approaching 250.000 tubes sold. The secret of their success is to have your audience in the heart of the brand.

 

Martijn van Seters
Let your audience ‘own’ and develop your product
Martijn van Seters

Context first

The first step is to define the context. Use the insights on society and within the industry. What are the big trends, define the ‘gap’ with the current products in the market, and how can your product fulfill these needs.

‘People are looking for products that are harmless to the body and the environment. Going ’natural’ is the trend. The ‘innocent’ products are the answer. Up till the launch of Nuud, there were plenty of all-natural deodorants. But none of them worked in the long term or was always effective for a broad audience. Without jumping into details, if an all-natural deodorant works or not, co-depends on the skin of the user. The Nuud formula is the exception. You only need to apply it every 3 to even 7 days and works for many more people.

 

Content second

The next step is to develop the content in line with the needs and feedback of the audience. Given the ‘natural’ trend Nuud initially launched with starting to explain what was ‘wrong’ with the existing not-natural deodorants and why they were the better all-natural alternative. And their audience reacted, not always in a positive way.

Lesson learned a positive message works better than a negative one. Five months in, they shifted their communication strategy. It is more effective to confirm that their all-natural product actually works than to give the scientific explanation ‘why people should switch’ to all-natural. Stepping away from the ‘make the switch’ into the ‘it works’ as the basis of the content strategy.

The cherry on the cake to kickstart this new direction was their shout-out for real customer reviews. Overwhelmed with the response, they selected 30 users to produce the ‘happy movies’. Real people, with real stories, without incentives, to share their experiences with the product.

They incorporated social feedback to further develop the content strategy. Using the feedback loop with comments such as ‘works perfectly for my smelly teenager’ Nuud expanded their campaigns. With thanks to the agile in-house team, the time to market from ‘user comment’ to a new campaign is a maximum of two weeks.

 

Reviews third

Why I started to use Nuud myself, is due to the raving reviews by other users. No need to explain that reviews by others are more convincing that the marketing by the brand itself. Besides, a review doubles as valuable inspiration for new content and campaigns.

Currently, Nuud has about 500 reviews on nuudcare.com, 600 on Google, and some 800 recommendations on Facebook. All between 4,5 out of 5 stars. If that many people are happy with the product, it for sure has to work. Keeping in mind that they do got balls, as the reviews and recommendations on Facebook cannot be edited by the brand. Once a Facebook review is given, it is there to stay including all ugly or beautiful truth.

 

Martijn van Seters
Let Facebook and Instagram data work the magic. The social algorithm selects the best add for the specific audience based on their split-second behavior.

Specific to their media buying audience Nuud has an open approach. The product doesn't dictate the audience. Helped by Facebook, they continuously test, learn and develop new and broad target audiences. From vegans to sports, teenagers, travelers, and all-hairy-let-it-grow-super-naturals.
Martijn van Seters

Smart usage algorithms

Last not least, Nuud is doing social marketing by the book. Integrating the ads and the media-buying based on the same set of KPIs and objectives. With over 4.000 ads running simultaneously they have all variations with the differences in the details. As there is no accounting for taste, they let Facebook and Instagram data work the magic. The social algorithm selects the best ad for the specific audience based on their split-second behavior.

Specific to their media buying audience Nuud has an open approach. The product doesn't dictate the audience. Helped by Facebook, they continuously test, learn and develop new and broad target audiences. From vegans to sports, teenagers, travelers, and all-hairy-let-it-grow-super-naturals.

Nuud tunes and tweaks their social advertising on a daily basis with an agile team of a content producer / visual designer, social media buyer and webcare agent.

 

Local to Global

‘There is no real differentiation between countries’ Martijn admits. The Google van Youtube Search Query data shows more or less the same pattern for the second keyword: ‘review’, ’buy’ and ‘discount’ or ‘coupon’.

For the advertising, again, they let the FB and IG algorithm work for them. Without going into too many business-sensitive details, the algorithm selects the target audiences based on the objectives and doesn’t differentiate between countries or regions. The key is to offer the right content at the right moment in the funnel. Hence the 4.000 ads.

 

Wear out of content

One of the current lessons by Nuud is the wear-out effect of campaigns on social. Compared to traditional TVC the lifetime of a campaign on social is shorter. Integrate the development of new campaigns in your daily business. Allocate enough time and resources for that daily optimization of the current campaigns, and at the same time develop the new ones.

 

In-house team

All this is done with their in-house team. On the webcare and customer care team Martijn is specific. ‘We value them’. ‘Not only financially, but we also give them freedom and mandate to reach excellence and customer satisfaction’. ‘It is a matter of trust and respect and that exponentially gives back to the brand’. Please, note not all roles are fulltime employees.

“Four Founders, among them a Marketer and two Creative Content Producers. In addition to that an Online Media Specialist, a PR and influencer marketing specialist, a senior marketeer, a creative producer and three Webcare and Customer Care Agents. They all work seamless together as a cohesive team and are conquering the world. 

 

 

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