2. 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
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3. 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
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4. Build a lasting association between Myntra and all that has to do with
looking 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
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5. 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
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8. INR 23 Lakhs
Estimated 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
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17. 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.
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18. 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
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20. Total absolute received – 9,60,895
Cost 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
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