Myntra: Expansion Through Innovation
Q] Could you tell us what led to the creation of ‘Spot It, Get It’? Q] What does Myntra’s marketing mix look like and what are the major mediums used by the brand to run its campaigns? Q] What roads are you taking for Myntra’s brandification drive? Q] What kind of content and creative formats do you generally keep in mind while coming up with campaigns, and how was this particular campaign different from others?
Vijay: We believe in transforming the current ATL experience, and that’s how we are using technology. Technology helps in identifying the purchasing habits of people. Looking at the macro-behaviour of people, we could infer that earlier they were buying regular fashion articles. But now there is an infusion of trends in people’s wardrobes. Earlier, we used to see straight-fit denim or skinny denim, but now they come in multiple fits, a lot of which are driven by their inspirations on Instagram. People, however, don’t exactly know what the trend is called. While we may know it’s called parachute pants, the general public call them loose-fitting pants. Here, we realised that there is a huge opportunity for us to leverage images, wherein Android users can spot an outfit on Instagram and share it with Myntra, just like they send DMs to their friends. And in return, Myntra will suggest a similar-looking outfit. The ease of trend discovery on the platform and giving users what they see as an option on Myntra led to the creation of the ‘Spot it, Get it’ initiative.
Vijay: We employ a 360-degree marketing approach, with TV and cinema being our bedrock when it comes to building reach. A big chunk of our spends moves to traditional channels. We also dedicate a good portion of our spends for driving inspirations via our catalogue influencer marketing. Additionally, we are one of the largest influencer networks in the country, and digital advertising allows our consumers to find the product that they are looking for. In addition to this, we have seen a few niches emerge, leading to heavy adoption and love for Myntra. One of them is the Gen Z cohort, and to engage with them, we run one of the largest campus activation programmes in the country.
Q] Which key markets have been contributing to the growth of your brand and which other areas do you see as potential growth drivers?
Vijay: Over the years, Myntra has consolidated its position in the top 20 cities, driven by Metro, hence, our focus is on these areas. We have deduced that folks who have an appreciation for fashion, understand brands and derive maximum value from Myntra, tend to come from the top 20 cities in the country. However, currently one of our focus areas is to expand the market. For that, we are driving fashion in an unbranded market. We are pushing brandification, especially outside the top 20 cities where people are making their first few branded purchases via us. Furthermore, we are heavily focused on the Gen Z audience. Gen Z today accounts for about 20% of the overall fashion universe and we aspire to be the platform of choice for this cohort. Hence, you will see our attempts towards getting the best trend at the right value for young audiences.
Vijay: We are expanding our influencer tool to reach numerous influencers and regional creators so that they can create content across multiple apps. From Moj to Josh and Instagram to YouTube, everything is used. We have noticed that fashion inspiration via YouTube is extremely high in non-metros. Therefore, we are doubling down on fashion inspiration via that channel. Additionally, we are also partnering with regional and vernacular creators and influencers. Our main focus lies in having a footprint across multiple short video format channels.
Jetesh: We don’t think of the format as such; it’s always the idea that comes first. It’s the main thought that needs to be cracked based on the brief. Therefore, in the explorative stages, we follow the formats and mediums that suit the idea the most. In the case of this particular campaign, we had to talk about a very functional feature. We came up with ‘Spot It, Get It’ and we knew that we had a catchphrase that could translate well across different mediums. For the film, the brand had onboarded two young characters from the Archies movie. We used that idea to create an interesting narrative that would give it a watch value.
Priyanka: To move a little further away from what is being said, the selection of the platform is based on the age group that is being dealt with. Let’s say we are dealing with Gen Z. Then we know that short format, and anything that delivers a message quickly, and is interesting enough for Gen Z to go through, is the way this needs to be planned. What makes this campaign different from others is how it is so tactical and featured. It is amazing how people are calling the photo search feature the ‘Spot It, Get It’ feature. The way the campaign has been conceptualised has elevated it far beyond functionality. It has made it catchy and synonymous with the campaign line. From that point of view, the campaign is very different from most feature ads. The feature is so integral to the storytelling that now the feature is called what the campaign is supposed to be called. So, that’s why the campaign stands out.
Tags : #innovation #e4m #marketing #Fashion #tech #brandmarketing #Myntra #IdeasFarm #VijaySharma #PriyankaDey #JeteshMenon