Raw Pressery pitches lifestyle, and not products, through content marketing

For those questioning the ROI on content marketing, Raw Pressery, the cold-pressed juice maker, could be a case study.

The digital-first brand has been able to double its sales during the last one year by generating organic conversations online through health blogs and interactive storytelling

“The revenue that we are making from online sales has already doubled when compared to last year. We also make sure that we integrate all our communication to go back either to information, say our blogs talking about health issues or some call to action that can guide you very easily," said Smritika Sharma, Head of Marketing, Raw Pressery.

While the sales have doubled, the online search has shot up three times in last six months and that too organically. The company does not have an agency for ATL work and its creatives are made in-house. The brand believes that it is pitching a lifestyle and not a product to consumers.

"There are metrics for tracking at our end, which also track if the basket size has grown,” Sharma said.

Launched in 2014 by Anuj Rakyan, Raw Pressery’s portfolio includes over 27 different blends comprising fruit juices, smoothies, nut milk, booster shots and hydration essentials. The brand boasts of the perceptible difference the consumer finds in their products and hence their focus is always on getting the product tried.

“We see very high conversions when a consumer tries the product because it tastes different,” said Sharma.

For both awareness and positioning, Raw Pressery has taken low-cost digital and conversation-led approach with focus on content marketing and community engagement.

“Nobody likes a brand that talks from a pedestal. In our conversation we are telling the consumer where did the orange or the apple come from, or where our almonds are coming from. All of that helps a lot in generating organic conversation. Such conversations bring transparency. Through our communication we are trying to establish trust and not only the product," Sharma said.

Raw Pressery also has a very actively engaged blogger set with its own blog, which generates a lot of engagement. “Again, this content does not mention the product. It could just be a blog about how your favourite celebrity lost weight. So, whether it is ATL or BTL, we have always placed our products in context as opposed to a direct sales pitch,” added Sharma.

“If we imagine ourselves as consumers, don’t you just like it when someone is not trying to sell you a product but trying to sell you an idea? All this confidence comes because we really believe our product is top-notch. Because we know we have great product, we don’t feel the need to sell the product to the person again and again,” said Sharma.

Raw Pressery’s ‘Eat Clean, Stay Lean’ challenge in January got many TV actors and social media influencers on board to talk about ways to eat healthy.

“The thought was that January is the best time to start achieving your health goals and we almost created a movement out of that. We had many TV actors and social media influencers come on board and talk about just ways to 10 ways to eat healthy. Now, one of those ways could be drinking juices. For us the lifestyle that we are building around the brand is more important because it is a longer goal,” said Sharma.

This New Year campaign was a low-cost campaign. Month-on-month, Raw Pressery does low-cost campaigns that help it touch 4-5 million relevant touch points. Last year, the brand launched a cyber-cleanse programme, which was all about listening to the consumers.

“We are at a phase right now where people who share similar lifestyle and values want to associate with us,” said Sharma.

Sharma feels content marketing throws more opportunity than challenges. “For a brand which has always maintained a very genuine stance, it’s so easy to plug in. The problem with traditional ways is that you need to cover the entire screen with the brand’s logo and scream out the tagline many times and bombard the consumer with your message. We focus on reaching out to our consumers a limited number of times only but it intrigue consumers and make them want to know about us.”

According to Sharma, the brands taking the content route should know where the trends are. Brands should keep listening to what people are talking about. Secondly, if someone is trying to educate people, then the messaging should be easy and contextual. Delivering something new every once in a while is also very important and so is giving the other person a little to do, like including something that they have never done before. It is also important to get credible voices to give their opinion on what a brand is trying to communicate to the people.