Myntra's Roadster creates world's first shoppable graphic novel #OnceUponARoad

Myntra brand Roadster’s new collection, Freelander, had a brand new fashion catalogue to go with it. The only problem was that it was competing against countless other brands within the Myntra universe itself. To tackle this challenge, the brand’s agency Brave New World Communications came up with an idea. It noticed that their audience had a penchant for road trip stories. They loved telling the adventures they saw on their journeys.

Working on the insight, the agency created world’s first shoppable graphic novel, #OnceUponARoad.

In phase one, Roadster started on Twitter first ever people-led road trip stories. Over the course of 72 hours, 621 unique authors joined in. It saw 5,000+ tweets come in. In phase two, Roadster turned the stories into a graphic novel and created 15 illustrated panels that brought forth the adventure stories in form of graphics on Instagram.

In phase three, the same graphic novel was launched in the Myntra app, but with a slight difference that the catalogue was woven into the narrative. With the help of the agency, the brand created one-of-its-kind Shop-in-Shop experience. Clicking on any panel redirected users to the same outfit the protagonist was wearing. Like this, the world’s first shoppable graphic novel was launched.

The result of the whole campaign was commendable. Roadster received 41% more engagement rate, which is four times the average engagement rate. The brand had 18,000 new fans and followers in 15 days. Roadster garnered 11.8% of the revenue through this initiative. #OnceUponARoad had more than 54 million impressions. Within the Myntra app, Roadster grabbed more eyeballs than its competitors and received 1.2x click-throughs than Nike’s launch collection. The brand had 31% discovery rate for the brand through the campaign.

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