Myntra.com is among the leading e-commerce platforms in India for fashion and lifestyle products. Myntra has tied up with over 500 leading fashion and lifestyle brands in the country. Myntra was started by a group of IIT / IIM graduates in 2007 and is headquartered in Bangalore. The company has been funded by top tier Venture Capital funds like Tiger Global, IndoUS, IDG & Accel Partners.
As the usage of internet has increased in India, revenues of e-commerce companies could triple over the next three years to 504 billion rupees ($8.13 billion). Online retail companies earned revenues of around 139 billion rupees ($2.24 billion) in the financial year that ended on March 31, 2013. Myntra ran a contest on their social platforms which garnered a lot of interest let’s take a look at that, before I dwell any further about the 5 social media lessons.
Also see: 5 social media lessons from Flipkart
About The Campaign #MyntraTreasureHunt
Myntra had a 2 day contest on their social platforms on 26th & 27th March 2014 respectively. To make it easier to understand I’m going to be breaking down the contest into 2 phases.
- Phase 1 – The Phase 1 of the contest took place on 26th March 2014, it started at 9 am and the contest closed at 10 p.m. where the followers were encouraged to participate in this contest by using the hashtag #MyntraTreasureHunt. The period of the contest was for 12 hours and they had a brand compass which consisted of 12 brands. They asked 4 questions per brand every hour and within the end of the hour 3 winners were chosen who were awarded E-vouchers of 10,000 rs. of that particular brand. To participate in this contest people had to follow Myntra.com on Twitter and then answer all the questions with the following hashtag #MyntraTreasureHunt. It received so much participation that some of the brands and even the hashtag were trending on Twitter like – Arrow winter and Being Human.
— Myntra.com (@myntra) March 26, 2014
- Phase 2 – This phase begun at Midnight 12 a.m. on 27th March and ended the other day, this contest ran for the duration of 24 hours. Once the Phase 1 contest ended, they announced on Twitter and told their followers that an even bigger contest was going to start so they better be geared up. In the Phase 2 they were asked to firstly become a registered member of Myntra then only they were allowed to participate, and then they had to answer 7 questions and the results would be declared on 29th march 2014. Every level/question had some amazing prizes, see here
Myntra does have a pretty exemplary presence on social media and the way they held the contest on social media has wowed a lot of us! Thus let’s take a look at the 5 social media lessons that brand can learn from Myntra.
1. Freebies and Discounts works on Social Media
The most exciting part of the contest is always the “Giveaway” and it has to be worthwhile to excite your audiences to participate. That is exactly what Myntra did offered such amazing perks that it enticed so many users to participate and with these giveaways it led to the domino effect which drew in more and more participants. As they offered wholesome perks like Rs. 10,000 voucher for the particular brand to shop on Myntra.com (in their 12 hours brand compass – Phase 1), chance to win Honda Brio, a trip to Singapore and much much more.
We used talkwalker to track the number of mentions for this campaign and the numbers below says all about it-
2. Collaborate with brands
Myntra houses a lot of brands in their online portal, so they collaborated with those brands for this contest. And the users had to answer questions related to that brand and they would win each hour a voucher from that particular brand. Due to collaboration, not only was the campaign trending on Twitter but even the brands were trending as well.
3. Plan in-advance
The entire contest which they ran for the span of 2 days was seamless. That happens only with proper management and planning done in advance. Thus it is important to always plan every smallest detail out, and whenever any sort of campaign is launched on real-time there should even be a contingency plan just in case so you are always prepared.
4. Increase your customer base
Myntra increased its customer base, with their contest rule guidelines and the audiences happily obliged. For the Phase 1 contest the participants had to follow them on Twitter, and then only they could be a part of the contest. And for the Phase 2 contest users had to register themselves on Myntra.com and then be part of this contest. This helps Myntra in pushing their future campaigns easily. Here are some of the influencers that talkwalker collated.
5. Audiences Attention
It is every marketer’s worry, to grab their audience’s attention and make them notice the brand. Myntra did that and very well for 2 whole days, Where they had more and more participants pouring in. Thus to grab your audience’s attention for the long haul, you must present them with unique content and surprise them which will keep them rapt with attention.
Everyone wants to run a successful campaign, but not everyone can! Audiences love contest and the idea of them winning something makes it even more exciting for them. Thus with this contest not only did Myntra benefited, but increased awareness, more sales for other brands too.
What did you think about Myntra’s social media campaign? Wasn’t this a good one? Do share your comments below.