Fashion and lifestyle ecommerce platform Myntra is promoting its 14th edition of End of Reason Sale (EORS) through influencer marketing. To be held between July 3 and 8, 2021, the brand has planned a three-phase influencer campaign—pre-buzz starting 10 days before EORS, during the sale, and below-the-line always-on influencer activation.
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Pragya Priyali
Speaking to BuzzInContent.com, Pragya Priyali, Associate Director, Content and Social Marketing, Myntra, said, “True to its name ‘End of Reason Sale', the influencer campaigns are designed to underline the belief that shopping doesn't need a reason, especially when the deals are so exciting. Each of the phases of our influencer campaign highlights this belief to drive awareness, traffic, and engagement around the event.”
In the first phase, influencers are creating a buzz around the sale and raising the anticipation for it with #MyntraEORSkaWaitKarnaPadega. They cite funny reasons to do shopping but still insist that they will wait for July 3. All the video posts underline the theme that any reason will do to do shopping now.
For example, Rithwik Dhanjani says he has lost his cupboard keys and so will have to shop for new clothes.
Prince Narula says he can’t quit his game to go shopping for his date.
Krystle D’Souza says that her ‘forever crush’ has sent her a request on Instagram, but she will accept only after July 3.
A part of the Flipkart group, the platform truly believes in influencer marketing and has been regularly utilising social media influencers to reach out to their audience.
“Influencer marketing is core to Myntra's consumer engagement initiatives and we work with influencers not only during events but every day. For example, our influencer-led social commerce platform, Myntra Studio, has close to 2K influencers, which include some of the biggest names in the industry, who create inspiring content for our customers on an everyday basis. Even our flagship content IP, Myntra Fashion Superstar, which is entering its third season in 2021 and is a primetime show on Viacom Network, is based on identifying and rewarding the biggest fashion influencers in the country. We invest deeply in the influencer ecosystem consistently throughout the year and see disproportionate rewards. Hence it is only natural that they are a part of any key communication for our brand,” said Priyali.
With over 250 celebrities and influencers driving consumer engagement, this will be Myntra’s biggest ever influencer campaign. They have got on board 100+ WhatsApp, influencers who are going to amplify the message with personalised shopping codes and will aim to drive virality on WhatsApp.
“During EORS, we try to reach as many people on social media as possible and hence we go broad in our search for the best influencers. For this campaign, we've engaged with over 250 influencers, spanning TV stars, Bollywood A-listers, celebrities, influencers, micro and nano influencers. While the way in which we engage with each of them varies, the messages behind these campaigns are consistent,” she added.
Such influencer activities help the brand to create instant awareness. The influencers chosen for the campaign are lifestyle and fashion influencers and they have a high engagement rate. Moreover, they have a broad youth audience bringing in the relevant audience. Hence they are best suited for the brand.
The brand will reach out to regional audiences through vernacular content. “Regional influencers and stars have always been a big part of our reach strategy. In the current campaign, we have leading voices from Karnataka, Tamil Nadu, Punjab, Assam, Bengal and more,” Priyali said.
For example, Shehnaaz Gill speaks in Punjabi in her Instagram video.
For this campaign, the brand has been able to fetch more than 1.5-2 million reach in an estimated media value worth Rs 15-20 lakh.
Sheeko Brandscore graph of the brand’s performance on Instagram over one year:
Myntra is looking at wooing 50 million visitors this edition and is expecting a 75% increase in traffic to the platform over last year. Stated to be the biggest-ever edition of the fashion carnival, it will have over 3,000 brands. As it is their biggest event of the year, they plan to leverage all mediums across print, TV and digital to reach out to their customers.
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