ThatsPersonal is India’s first sexual health and wellness e-store, launched by Digital E-Life in 2013. The website sells premium personal products, with a focus on legal adult products. It is the most trusted brand in this space, focusing on discreet purchase and delivery.
That last bit about discretion in transactions made me wonder if they maintained the same in their online marketing, So I decided to speak with them and understand more about their marketing. And here’s what Samir Saraiya, CEO at ThatsPersonal.com had to say:
On the question of What NSFW steps they took, he told us “We do not have to take a lot of NSFW steps because we make sure that the content is not offensive or vulgar. We’re a sexual wellness store and hence our positioning is very clean and images and the creative visuals also a pattern of being clean and confident.”
Further on the usage of remarketing in the Online Advertising he told us that they completely stay away from it, staying true to their brands positioning of respecting the customers privacy.
So if your reading this to understand what goes into their Marketing mix, here’s the details:
They have extensively worked on their PR in order to put them on the top of their category.
Social Media Marketing
The built a strong community of followers on facebook and twitter, whom they engage with using quirky and innovative fun-filled content.
They use a mix of targeted ads on facebook, targeting different age groups among other things.
They only email their existing subscriber base with mails that upsell, cross sell or share content.
As creating awareness about the products is a challenge, which can be overcome with good content, And this exactly what the they have been doing with their buying guides or their content on the site which help user make good buying decisions.
Over and above this the site has also done some offline BTL activities to reach out to specific groups like LGBT, Bollywood etc.