Myntra Look Good Report
-
Upload
shreyas-pai -
Category
Documents
-
view
288 -
download
4
Transcript of Myntra Look Good Report
Happy Command CenterLook Good Case Study
Happy Creative Services
On the back of their shift to an app-only model, Myntra wanted to promote the philosophy of look good to feel good across audience sets.
Background
Happy Creative Services
Myntra wanted customers to see the brand as a social network for fashion with exclusive content, collections, style advice, etc. rather than just an e-commerce portal.
Marketing challenge
Happy Creative Services
Build a lasting association between Myntra and all that has to do withlooking good
How: Share exclusive content created internally to an appropriate audience | #LookGood content promotion
Provide tips & solutions to people posting fashion queries on social media | #LookGood style help
Delight users with goodies & makeovers to create a buzz around this activity | #LookGood create & share
Our Opportunity
Happy Creative Services
How did we execute this?
One-on-one conversations with users to engage them with the
look good philosophy
Tailored & contextual content plugged on social channels to give audiences a personal experience
Modify the tone of the response as per the user to form a
strong connect
Happy Creative Services
What did we achieve?
Happy Creative Services
An overview
Total Absolute Reach
960,895
Response Rate73%
Happy Creative Services
INR 23 LakhsEstimated Earned Media Value
*Estimated calculation based on the absolute reach that we have achieved. The current measurement may not be taken as absolute numbers but as an index to benchmark performance. Even if we take 25% less on the absolute reach - EVM is a good metric.
An overview
Happy Creative Services
Appreciation for the marketing e�ort
Happy Creative Services
TotalImpression
271,233
Total RT’s1,545
Total Fav 1,215
Total Mention 705
ResponseReceived
520
A glance at the numbers
Happy Creative Services
How did we execute this?
Happy Creative Services
The action plan
Community Engagement Trendspotting Tailored ContentOne-to-one
contextual targeting
Happy Creative Services
Community engagement: to own brand space
Happy Creative Services
Contextual targeting: priming the prospect customers
Happy Creative Services
Tailored content : to build look good
Happy Creative Services
Trend-spotting: Myntra capitalized on real-time trends
RT – 65Favorite – 53Impressions – 8357Engagement Scores - 464
Likes – 164Shares – 28Views - 7347
Likes – 1342Shares – 01
All of this happened organically Happy Creative Services
Targeting other social media platforms
• Platforms used: Twitter, Facebook and Instagram.• Twitter works best for such marketing initiative, owing to open API’s.• On Instagram we need to start interacting more with myntra users with #Myntra rather than #LookGood.
Happy Creative Services
Our recommendations
1. Bring platforms like Facebook and Quora under the listening purview. Approach each of them with a native strategy
2. Help create long term brand properties through insights derived out of the listening process
3. Empower internal stake holders (Designer, Product & Marketing teams) to be the social voice for Myntra
4. Going forward we need to calculate how much of digital revenue we have generate through Earned Media Value
Happy Creative Services
Annexure
Happy Creative Services
Total absolute received – 9,60,895Cost of 1 Lakh Unique Reach – 5,00,000 Gross Earned Media Value - 48,04,475 (Absolute Reach/100,000*500,000)
Less: Cost of the activity – 25,00,000 (Agency Fee + Radian6 Cost)
Net Earned Media Value – 23,04,475
How we have calculated Earned Media Value
Happy Creative Services
Thank You
Happy Creative Services