Influencers have drastically modified the scope of trust-based advertising and marketing in India and are of nice significance for Myntra’s progress, reveals Harish Narayanan. We converse with him to know the e-commerce model’s content material & advertising and marketing technique.
With a spotlight to pursue a advertising and marketing technique that centered on constructing a powerful platform differentiation for the model, Myntra claims to have shrugged all of it to succeed in out to the shoppers in the course of the pandemic hit lockdown. Harish Narayanan, Head of Advertising, Myntra speaks at size concerning the numerous initiatives that the e-commerce platform carried out up to now yr, why Tier 2 & 3 cities will likely be of vital precedence for them, the ability of influencer advertising and marketing, and extra.
With demand for e-commerce seeing an upsurge in the course of the lockdown, what was it like for Myntra? How did the advertising and marketing of the platform happen?
There was an amazing progress alternative from a large cohort of offline consumers who have been wanting as much as on-line procuring. Subsequently, our purpose was to drive natural installs and new consumer acquisition.
Myntra’s holistic advertising and marketing technique covers numerous channels of communication to make sure constant model visibility at numerous shopper touchpoints. Our campaigns have been pushed by a bunch of A-list celebrities, together with Kiara Advani and Disha Patani, Samantha Akkineni, and Naga Chaitanya. Moreover, we related to the most well-liked IPL groups – RCB, MI, and CSK to journey on the recognition of the IPL.
Our affiliation with YouTuber, Bhuvan Bam, the model’s first digital ambassador, highlighted how Myntra has optimally leveraged the ability of promoting to drive conversations across the model in key markets.
From a content material perspective, we used Myntra Studio, which is an influencer-led shoppable trend content material vacation spot, to offer customers, entry to unique, unique, inspirational, and entertaining content material, making trend discovery, each simple and enjoyable. Myntra Insider Masterclasses alternatively supplied a one-of-a-kind alternative to shoppers to get trend suggestions from the main movie star stylists.
We started curating Work from Residence types because the starting of the lockdown to fulfill altering shopper wants by offering them with the most recent vary of types, designs, and tendencies in classes corresponding to loungewear, that largely make up Work from Residence put on. As well as, in the course of the early days of the lockdown, we launched Myntra doodles on our platform to take consumer engagement to a different dimension, showcasing the artistic and enjoyable facet of the model, with topical topics and different occasions as themes to speak via illustrations.
How did the restoration section carry out and please shed some gentle on the consumer retention course of?
The restoration section noticed demand for some classes develop quicker than ever earlier than. These included ‘make money working from home’ necessities, youngsters’ put on, work casuals, lingerie, grooming, and private care necessities. The festive shopping for season additionally took off to a roaring begin, with Myntra witnessing the best ever guests in a single day ever.
The marriage season continued to attract consumers to the ethnic part, the demand for ethnic put on doubled and kurtas have been favourites amongst each women and men. The winter put on class additionally witnessed unprecedented progress; the gross sales doubled in comparison with the earlier festive season. We noticed 1.5x progress within the winter class final yr, sweaters, jackets, sweatshirts have been amongst favourites.
How do you see shopper habits altering within the pre- and post-COVID world in direction of on-line trend? How do you propose to implement the learnings within the present yr’s advertising and marketing stints?
The clear shift in shopper habits and choice for on-line procuring have resulted in an inflow of latest prospects. This affect is much more pronounced in Tier 2 and Tier 3 markets.
Going ahead, Myntra will give attention to retaining its management in Metros and Tier 1 cities, whereas repeatedly making in-roads into Tier 2 and three markets.
‘Myntra Vogue Famous person’ was one of many first content material initiatives inside an e-commerce app UI. How has it benefited the general model imagery and what does the target appear to be on that entrance?
Myntra Vogue Famous person (MFS) is the flagship content material IP for Myntra and accomplished its second season in December final yr. We have been capable of construct significant conversations with viewers, which interprets to model love in the long term. The occasion has grown to turn into probably the most searched trend actuality present within the nation, garnering 150M views, 1Bn impressions, and extra.
The present has impacted our TOM and imagery scores positively and therefore accrues fairly meaningfully to our general advertising and marketing efforts.
The present garnered a likability rating of 90%, aside from Viacom digital community taking part in its half in amplifying the present’s attain, the solid, and expertise within the present together with the artistic assemble of #ChangeTheConversation performed a giant function in making this season an enormous success.
How do you see the dynamics of on-line content material creation transitioning with every sector making an attempt to experiment with it? What are Myntra’s advertising and marketing goals from it?
Content material creation is integral to the style area and we’re on the forefront of innovation and creativity on this area, as trend is a really engagement-oriented phase with sufficient and extra scope to advance new ideas and concepts, with know-how taking part in an vital function. Myntra’s content material play is designed to assist in constructing model salience with ‘Myntra Vogue Famous person’ and driving platform engagement and retention by way of our content material vacation spot, ‘Myntra Studio’.
‘Myntra Vogue Famous person’ goals at bringing the influencer neighborhood to the fore. The platform supplies a never-before alternative for trend fanatics with a knack for creating style-related content material and bringing ahead their distinctive personalities, via digital and social-first content material.
By this present, we leveraged the robust relationship between trend and social media. Myntra Studio permits us to cater to trend ahead shoppers by participating them with trend influencers throughout the nation to remain abreast with the world of trend.
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How has the ‘IPL’ lavatory league affiliation benefitted the model in the case of driving model salience?
The IPL Workforce Associations drove robust consumer engagement and salience via social media and highly effective digital media campaigns, by way of the RCB, CSK, MI and Myntra handles, the place prospects have been capable of win distinctive every day prizes by taking part in interactive contests across the cricketing extravaganza.
Leveraging IPL belongings as part of our advertising and marketing combine enabled us to chop throughout numerous markets and allowed us to have related conversations with our shoppers.
As well as, the IPL retailer on the platform helped drive additional conversations amongst our prospects with gives and offers in addition to offering contextually participating and dependable content material which incorporates using acceptable cricketing terminology.
The partnerships helped Myntra cement itself because the go-to trend vacation spot in key markets by leveraging the massive salience with cricket followers throughout the nation.
Quite a bit has been mentioned about Tier II & Tier III shoppers being the focus of financial revival. What’s your opinion on the identical? How do you propose to attach with these shoppers via advertising and marketing/promoting?
Clients from tier 2 and three markets have been an vital progress driver for Myntra this previous yr. Enhanced focus via elevated funding in TV and digital to succeed in shoppers in these markets has yielded greater returns. The 2-pronged method helped us in broadening our attain and deepening engagement with fashion-forward audiences at scale.
We introduced on board an array of famend celebrities and influencers whose affect and presence helped to drive attraction and relatability for the model in Tier 2 and Tier 3 markets. Going ahead, Myntra will proceed to construct on this momentum and additional consolidate its place in T2 and T3 markets.
How has ‘influencer advertising and marketing’ amplified the model attain within the general advertising and marketing scheme of Myntra?
Influencers have drastically modified the scope of trust-based advertising and marketing in India and now are an enormous a part of our advertising and marketing technique. We at this time have an ecosystem of 1000+ influencers who work with us repeatedly to create content material that meets diverse advertising and marketing goals, each on and off the app.
For giant sale occasions, influencers assist us attain a bigger, extra engaged viewers base and on our app, they assist us drive site visitors and engagement by way of their very own handles on the Myntra Studio.
What does Myntra’s social media advertising and marketing blueprint appear to be? Which platform has been efficient in the case of social media communication and why?
Whereas Instagram has scaled massively for us, owing to our large push on influencer advertising and marketing final yr, Twitter helps us drive conversations throughout peak enterprise days. We’ll proceed to construct robust engagement via these platforms, whereas exploring the potential of others, relying on the intent and execution.
What are the advertising and marketing plans being chalked out for 2021?
Leveraging the best partnerships and associations, driving culturally related conversations to construct deeper connections with our ever-evolving shoppers via our model campaigns would be the focus. Aiming to consolidate the model’s presence in T2 and T3 markets, whereas retaining our maintain on Metro and T1 markets will likely be vital priorities for Myntra in 2021.
What are the important thing components which have strived your private progress as a marketer in the case of the model progress? Your Advertising Mantra- mainly.
My advertising and marketing mantra: Know the client deeply and use advertising and marketing to make the model useful and entertaining to them. They may reward you handsomely for it.