Myntra's influencer marketing strategy to create buzz for 11th edition of End of Reason Sale

The fashion and lifestyle eCommerce platform Myntra has resorted to a robust influencer marketing strategy to promote its upcoming End of Reason Sale to be held from December 22-25, 2019. The Walmart-owned platform has brought on board several influencers across categories, who are showcasing Myntra attires and accessories along with style codes for the same.

Such activities create instant awareness of the brand’s initiative. These young influencers have a broad youth audience and so the website will get a relevant audience for its sale.

Instagram posts by influencers:

Click on the Image to view the Post.

Click on the Image to view the Post.

Along with the basic strategy of promoting sale through influencers directly, the brand is also organising contests like #beunskippable, where the participants have to recreate an unskippable look of their favourite iconic character and stand a chance to win vouchers worth Rs 500, etc. Contests offer two benefits for the brands: first is engagement with the consumers, and secondly, the brands offer rewards in the form of vouchers, which consumers can only redeem by buying its products. 

The current edition will also bring in gamification, with four games — Brand Hunter, Logo Mania, Crossword, Santa Delivery — that customers can play on the app and earn points.

A true believer in influencer marketing, the brand has been regularly utilising social media influencers to reach out to their audience. Until now, the brand has been able to fetch more than 14 million reach in an estimated media value worth Rs 15-20 lakh.

Sheeko Brandscore graph of Myntra’s influencers-led activities reach on Instagram:

Myntra has partnered with 35+ brands to enable deliveries directly from their stores, resulting in a wider selection and faster deliveries for customers during EORS. The brand has also partnered with 200 tailors to offer alteration services in Bangalore, Delhi, Mumbai and Kolkata and opened 20 experience centres across the country to provide value-added services such as pick up, returns, trial rooms and alterations.

Speaking about the sale, Amar Nagaram, Head, Myntra Jabong, said, “Accessibility to the latest fashion from leading global and domestic brands at the best price has made EORS the most awaited shopping festival in the country today. To cater to the growing demand, we have increased our inventory by 100% over the previous December edition and are expecting to serve 18 million users during the four-day sale period. We are also expecting 5X sales over normal days, with over 50% sales coming from tier II and III cities and towns. EORS also provides us with an opportunity to collaborate with small businesses within our ecosystem and this time we have partnered with 15,000 Kirana stores for deliveries and 200 tailors for alterations services enabling them to augment their income.”

Myntra is looking at acquiring seven lakh new customers this edition and is expecting a 50% increase in traffic to the platform over last year. The Kirana model, under MENSA (Myntra Extended Network for Service Augmentation), will cater to 70% of the overall deliveries, through 15,000 stores across the country. In addition to this, there are nine forward deployment centres around high demand clusters, to enhance logistical capabilities. Myntra has also expanded the number of pin codes served to 23,000, providing access to customers across all corners of the country.

This sale of the brand will be its biggest until now, with over 8.5 lakh styles, from 3000+ brands. Some of the brands include Nike, Adidas, Puma, Forever 21, Swarovski, Tommy Hilfiger, Jack & Jones, Flying Machine, Marks & Spencer, H&M. Mango, Roadster, HRX, All About You, House of Pataudi and Mast and Harbour, among others. In a first, 50 new brands are being launched on Myntra, ahead of the mega sale event.