Why is this work relevant for Integrated?

The campaign was successfully able to integrate brand communications & interactive experiences across it’s multiple legs through Paid Media, Earned Media and Owned Media. Serving the campaign assets across several different touch points from TV and Digital to Social, App and impactful property-led partnerships, helped us reach the TG in a medium that was most relevant for them & fulfilled unique objectives that were native to that particular medium By putting out this consistent messaging customised by channel, Myntra presented a unified, seamless experience to consumers. This co-ordination of messages across channels is what makes this an integrated campaign.

Background

2020 saw a paradigm shift in online shopping behaviour. While Myntra, India’s largest fashion destination, enjoyed a large & loyal customer base, there was now a tremendous growth opportunity from a sizable cohort of offline shoppers who were suddenly open to online shopping. Other e-commerce horizontals like Flipkart & Amazon were bound to be the natural choice for these new customers, even for fashion, as they would explore them via other categories. However, having the highest repeat rates in the industry, Myntra was confident that once these new consumers experienced the app, they would appreciate Myntra's expertise. It was therefore important to persuade these consumers to download the app and experience the world of Myntra. DRIVING ORGANIC INSTALLS AND NEW USER ACQUISITION became the most important objectives to chase, which would make Myntra the go-to destination for all things related to fashion.

Describe the creative idea

During the pandemic and the resultant rise in online shopping, Myntra wanted to be associated as the go-to destination for anything related to fashion - from shoppable products to information on the latest fashion; and in order for us to differentiate ourselves from the competition, we had to look at our key USP’s and highlight the benefits that they brought to the consumer. In order to do this, our campaign had to relate with our audiences. Through research, we know 2 things: That fashion for our TG is very emotional in nature. Our TG needs some help when it comes to accessibility of fashion (knowing trends, how to dress up etc.) Using the USP’s as pillars of communication we created an emotional integrated campaign called ‘Moments styled by Myntra’ which focused on our USP's that solved real world problems for the consumer.

Describe the strategy

Our target audience was largely fashion proficient, but were accustomed to offline shopping. With research, we identified the need gaps of our core audience - they were unable to search for the name of a particular trend / clothing they saw & liked, and did not have a source of reliable, accessible information to fashion. Myntra innovated with 2 new features that addressed these needs of the consumer; with Photo Search, one could click / upload a picture of the app to view similar products, & Myntra Studio, which is a personalised fashion content feed that provides users access to 1000s of influencers, tips & style hacks - all of which is shoppable. We then used the 2 key features as the pillars of our communication, and created an Integrated brand campaign called ‘Moments styled by Myntra’ which would carry our platform’s strengths and explain the these features simply.

Describe the execution

Once we had identified the 2 USP’s as the pillars of communication, we need familiar faces to help us get the message across to the entire country (our TG was spread across different geographies). We strategically picked celebrities, who played the role of an ‘enabler’ in our films, and take the consumer through the app journey. We then roped in more than 50 of India’s top influencers to help users organically connect with the brand and check out the features for themselves. The films we created were distributed across multiple platforms - on TV, we ensured that we covered all kinds of demographics by advertising on national and local channels. On Digital & social, we served over 3000+ banner ads to support these films. While this was happening, the influencers spoke about Myntra on their channels. We partnered with the Indian Premier League - India’s biggest sporting event.

List the results

Traffic: ● Play store organic traffic increased by 117% during the campaign period ● Play store traffic to installs conversion were up by 16% vs. the pre-campaign period Installs and Acquisitions: ● Organic installs were up 78% vs the previous campaign period ● New users growth was up 65% vs. the previous campaign period Brand Health metrics: ● UBA scores improved 500 basis points ● TOM, Consideration and Preference scores improved by 300 basis points Platform Impact: ● Photo search - There was a 614% increase in adoption of Photo search ● Studio: ○ 293% in DAU growth ○ 14% increase in DAU / MAU ○ 8% improvement in engagement rate ○ 18% increase in time spent ○ 47% increase in repeat rate ○ 38% increase in scroll depth Overall the Campaign reached 175 million audiences!