Background

Ever been an unsolicited recipient of - “you’ve put on some weight, no?” or even “dude those skinny jeans make you look so gay!” We've just normalised such comments, haven't we? However, with more people taking to social media everyday to speak out against such statements, the stage was set for S2 of Myntra Fashion Superstar; a hunt for the next big fashion influencer with the ability to #ChangeTheConversation Myntra’s philosophy aims to make fashion democratic, using fashion creatively to embrace different social and mental struggles. It made perfect sense to be the brand to spearhead the change. We set out to achieve 3 things: 1. Grow the IP scale - Awareness, Imagery, Viewership (critical to drive better distribution and monetisation deals) 2. Grow Myntra Studio user base, the content destination of Myntra 3. Strengthen Myntra as an enabler for budding fashionistas (to strengthen our influencer ecosystem building goals)

Describe the strategy

For #ChangeTheConversation to be a truly effective movement, we accelerated the process by effectively leveraging all the different touchpoints available for the marketing campaign. Digital We curated a thematic digital-first strategy social journey (Instagram, Facebook & Twitter): Address the Conversation 2) Start the new Conversation 3) Change the entire Conversation Cornerstones of our social strategy: High engagement properties: conceptualized to be IG first allowed us to leverage IG stories and its features to its optimum Extending episode conversations: to build strong sentiments toward specific elements of the show crucial to get our viewers hooked to the show and get relevant conversation going Digital Critical innovations across digital touchpoints helped not only overachieve our viewership plans, but also build stickiness to the show. Offline Strategic offline partner channels and leveraged the celebrity factor we had on the show with Mallika Dua, Manish Malhotra and Sushmita Sen through various press interviews

Describe the execution

Being a digital-first show, our strongest marketing execution was on digital and social platforms. With the help of daily and weekly properties, we aimed to address, start and #ChangeTheConversation. We sustained the buzz for 8 weeks with some interesting campaigns like #PopTheBalloon Challenge- an open challenge where we asked people to write one thing they’ve been bullied about on a balloon and pop it! Our digital strategy included in-app marketing which involved properties like push notifications, emailers, etc, that drove users towards the show’s content. Being India’s First Fully Shoppable Reality show, MFS let the viewers to shop all looks from the show on the app. Our marketing partners, Brut, iDiva and Viral Fission helped getting further traction to the show. Offline: Partner network and PR Coverage: MFS was picked up by 350+ news media with the shoulder content itself garnering more than 1.5 Mn views during the midseason.

List the results

In our journey to initiate and ultimately #ChangeTheConversation, we created a scaling impact: Across 8 weeks, the show garnered over 1Bn impressions and 157Mn views through Myntra & partner networks which included Myntra Studio, MTV India and celebrities. Our organic 870 pieces of social media content garnered over 349M impressions, 8Mn + engagements and a reach of 244M The Pop the Balloon Challenge garnered over 650K views and 3,00,000+ impressions The campaign had one of the highest view-through rate of 50+%, highest in the e-comm content space MFS had a positive rub off on brand metrics for Myntra with a high likability for the show (95%) and higher intent to purchase (96%) among viewers of the show. The show became the most searched/watched content IP in Indian history with over a billion impressions and 150+ Million views Overall performance at 131% vs plan; show views at 224% vs S1