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How BYOMA Marketing Strategy Helped Them Win Gen Z Over?

Monthly Organic Traffic
Before
K
After
K
Byoma-1
byoma

Key Metrics

  • 37 Domain Authority from 1K Backlinks.
  • 450 ranking keywords via custom BYOMA marketing strategy
  • Maximum traffic (103.3K) garnered by 2K Navigational keywords

Marketing Objective

  • Devise a unique BYOMA marketing strategy.
  • Engage Gen Z and Gen Alpha
  • Fill the information gap in the skincare domain

Key Highlights

  • Scientifically Proven Informational Marketing
  • Bold social media marketing
  • TikTok Dominance
  • Email marketing to bring back lost users

Timeline

02 Year

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Project Background

eCommerce is changing, and thankfully it’s becoming more user-friendly again.

Remember the times when eCommerce focused on educating its users and then selling? Well, BYOMA, a skincare brand that is viral on TikTok, is proving its thought leadership amongst Sephora Kids, or Generation Alpha.

BYOMA marketing strategy leveraged authenticity, community engagement, and their Gen Z appeal to capture the skincare eCommerce market. Wildnet’s latest eCommerce case study is here to show you how they did it all.

Business Background

Industry: eCommerce, Healthcare, Skincare
Location: Glasgow, UK

BYOMA is an innovative skincare brand that focuses on reinforcing and repairing the skin barrier.

BYOMA marketing strategy appeals particularly to younger consumers, Gen Z, and Gen Alpha.

They leverage vibrant packaging, transparent ingredient communication, and active community engagement, setting themselves apart from traditional skincare competitors.

Although it wasn’t easy, they had BYOMA marketing strategy.

byoma-vogue-business-story

Challenges  

comp-appr

Low Initial Brand Awareness

BYOMA faced substantial challenges in achieving initial market penetration due to high competition (L’Oréal Paris, Lakmé, Minimalist & more) and low visibility.

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Customer Retention

Capturing Gen Z’s loyalty required more than a conventional marketing approach due to their need for authenticity and transparency.

comp

Information Gap

Consumers lacked awareness regarding the importance of the skin barrier, which hindered product adoption and repeat purchases.

comp-appr2

Fierce Ecommerce Competition

As an ecommerce-first brand, they needed a strong BYOMA marketing strategy to stand out amid a crowded digital marketplace.

Solution

Solutions Used

  • BYOMA marketing strategy couldn’t be run-of-the-mill; it needed all the special effects needed to make this brand the showstopper.
  • Educational campaigns as well as awareness initiatives such as #MiSKINformed, #SkinBarrierAwarenessMonth and other month-long campaigns were leveraged.
  • They helped debunk skincare content on social media by engaging cosmetic chemists and dermatologists while simplifying the jargon like “nimesulide.”
  • “Your Skin Barrier Needs You” global campaign highlighted the marvel of BYOMA marketing strategy.
  • Skincare models positioned their faces directly into the lens, creating a bold and attention-grabbing visual. This created those “in your face” moments and made people look them up.
  • Artistic installations helped BYOMA marketing strategy build visual and emotional connections with Gen Z & Gen Alpha.
  • Visia imaging devices and in-house labs helped prove their reliability, which was one of the special elements brought in by BYOMA marketing strategy.
  • Using Revieve, an AR & AI specialist, BYOMA created a Smart Skin Scanner tool for users to upload their selfie and get their skin analyzed.
  • Via BYOMA marketing strategy, they went viral on TikTok (AMAs, gifting, and influencer partnerships) with 147.6 million views in the first 3 months and 591.5 million product reviews.
  • Established in 2022, BYOMA marketing strategy is expected to garner them sales of USD 300 to 500 million in 2025

Strategies Implemented

  •  BYOMA marketing strategy was a six-pronged attack on the skincare eCommerce industry.
  • Audience targeting strategies focused specially on Gen Z and Gen Alpha because at that age users want to try new things but lack guidance.
  • Even Millennials and Boomers wouldn’t know about the skin barrier or stratum corneum that BYOMA marketing strategy advocates protecting via their product line.
  • Omnichannel marketing strategies were used to cover all touchpoints and relevant social platforms not to sell but to educate.
  • Email marketing and retail POS marketing strategies were used to fill the gaps in between & ensure that customer journeys complete themselves.
  • To stand out, BYOMA marketing strategy used artistic storytelling and bold content marketing strategies because Gen Z loves to experiment.
  • BYOMA marketing strategy used data-backed thought leadership strategies via AI scans, lab results, and skincare experts.
  • UGC or user-generated content, building strategies were used to encourage users to share their photos and form strong communities around BYOMA.
  • Offline interaction strategy was used by leveraging physical retail stores, in-store educational experiences, geo-targeting (OOH or out-of-home campaigns), and digital messaging at POS (point of sale).

Key Insights for Marketers

  • Encourage your clients/business leaders to focus on a brand positioning strategy rather than an ecommerce marketing strategy.
  • Brand awareness campaigns are vital for the eCommerce industry as the competition is growing immensely, and thus the competitive edge needs to be resharpened.
  • Storytelling in marketing will always engage users because we humans love a good story.
  • Every eCommerce digital marketing campaign must be an answer to one question, i.e., how to build brand loyalty?
  • Lastly, once a brand has engaged its target audience, always have a next step ready for them via 360-degree customer retention marketing and community building.     
  • Leverage AI-powered digital marketing services because the aforementioned marketing requires an all-hands-on-deck approach.

Implementation

Process

  • BYOMA marketing strategy was crafted after an AI-driven market and customer behaviour analysis was done.
  • It was implemented over a period of 2 years and still going strong.
  • Their keywords were appropriately divided to cater the gaps of the skincare and healthcare eCommerce sector.
  • BYOMA focused on informational keywords (37.5%), transactional keywords (37.4%), commercial keywords (14.4%) and navigational keywords (10.8%).
  • But the maximum traffic (103.3k) is drawn by navigational keywords that are 2K.
  • While, Informational keywords used in BYOMA marketing strategy are 6.9K and garner the second highest traffic for them i.e. 80k.
  • Their content marketing dedicated itself to continued education & awareness.
  • Social media platforms became their war-rooms because under BYOMA marketing strategy every customer interaction mattered.
  • Hyper personalized emails helped them connect with the customers who could have been lost and now part of their communities.
  • The communities that BYOMA marketing strategy has built will give them constant supply of retained clientele.
  • And these communities continue to grow as we speak.

Key Marketing Tools to Use

  • AI-powered marketing tools for real-time customer behavioural analysis (like Semrush)
  • Hyper personalized Content creation tools (like ChatGPT) for Gen Z and Gen Alpha (AI + Human approach)
  • AI-driven social media marketing and listening tools for TikTok and Instagram (like HootSuite)
  • Email marketing, analytics and future insight prediction AI tools (MoEngage)
  •  Awareness triumphs conversions, and BYOMA marketing strategy is living proof.
  • Gen Z and Gen Alpha are looking for authenticity backed by science, and if you are targeting them, have some proof ready.
  • Communities equal Growth as once they are built, eCommerce brands can simply cater to their community and thrive.
  • AI-powerups and tools are the way forward because Technology + Creativity means USPs (unique selling points).

Screenshots

Branding-Example-Online-Store-Byoma

The Results

BYOMA marketing strategy in 2 years has led to

K
monthly Organic website traffic.

BYOMA
has

K
Followers on Instagram.

On TikTok, they
have

M
Followers and 7.3M likes.
Want to replicate BYOMA’s result? Contact Wildnet
Wildnet Technologies

Wildnet Technologies

Wildnet Technologies is one of the Best Digital Marketing Companies in India, trusted by 4100+ global brands for AI-driven SEO, PPC, Social Media Marketing, Guest Posting, Website Revamp and Development, and full-stack digital transformation solutions. With 19+ years of proven expertise, Wildnet helps businesses scale Visibility on all platforms like Google Search, AI Overviews, ChatGPT, Perplexity, Generative AI Search, Increase Website Traffic, Improve Branding on Social platforms, and Increase Revenue through data-backed, result-oriented Marketing strategies. Wildnet Technologies also serves USA and UK-based Marketing agencies with White Label SEO, PPC, and SMM outsourcing services.

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