All brands start small: Growth comes to those that are consistent.

Facebook Case Study — Heart & Soil: Travelling for Pleasure and Purpose

Heart & Soil: A champion for change

Travel can be responsible — a notion that gained prominence a few decades ago. Thanks to social media, it got its much-awaited push. One such brand pushing it nice and strong is Mumbai-based Heart & Soil. It was started by a young mother, Nehal Shah, in 2016.

Facebook as the Face of Change

Being a no-charge medium made Facebook the go-to for startups and brands on shoe-string budgets. Digital marketing attracts brands like Heart & Soil who curate small but significant experiences. These are localized to farms, hamlets and villages in and around Maharashtra. So, the trips rake in more in terms of value and impact rather than monetary benefits.

The Niche that Never Changes

Every digital marketing master class eggs a brand to find the niche. Once found, the niche must be stuck to. It’s impressive to see how Heart & Soil has maintained its chosen niche, all along its calendar of travel events. Come monsoon, as there are off beat treks and trails that create family fun. This includes sustainable meals at a farm and learning about rainwater harvest. Come harvest season and you have a chance to go strawberry picking at a nearby orchard. Come meteor showers and you can vouch for an unforgettable astronomy affair curated by this brand. Sticking to one trail and walking its course — that’s the marketing angle here.

Engaging with Social Media Changes

Facebook has constantly been tweaking and innovating with its products. These have been welcomed by small brands, as they freely promote their activities on the platform. Heart & Soil’s Facebook stories, reels and video uploads are endearing. They consistently promote not just their activities (that are now online) but also knowledge-sharing endeavors and small achievements.

Co-Founder, GroCurv.com A marketplace for Professional Services. Making procurement Quick, Transparent, Reliable.