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


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


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


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


What did we achieve?


An overview

Total Absolute Reach

960,895

Response Rate73%


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


Appreciation for the marketing e�ort


TotalImpression

271,233

Total RT’s1,545

Total Fav 1,215

Total Mention 705

ResponseReceived

520

A glance at the numbers


How did we execute this?


The action plan

Community Engagement Trendspotting Tailored ContentOne-to-one

contextual targeting


Community engagement: to own brand space


Contextual targeting: priming the prospect customers


Tailored content : to build look good


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.


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


Annexure


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


Thank You


Documents

Myntra Look Good Report