E-commerce platform Myntra has roped in celebrities as well as influencers to promote its upcoming ‘End of Reason sale’ (EORS). The brand has roped in celebrities like Hrithik Roshan, Kiara Advani and Siddhant Chaturvedi for two brand films.
The EORS is also being promoted via the celeb’s social media handles.
Other than this, they will also be leveraging several influencers. “Influencers have been a mainstay for all marketing activities for some time now and will be strategically leveraged on our social commerce platforms, M-Live and M-Studio to thoroughly engage shoppers. In a first, we will also be conducting brand-led live shopping experiences, with the influencers being handpicked to their category strengths and expertise. With M-Live offering EORS prices even before the launch of the event via shoppable content, the proposition is taking the centre stage this EORS,” said the brand’s spokesperson.
The brand has roped in influencers like Tejasswi Prakash, Niharika NM, Hina Khan, Ahsaas Channa, Akash Choudhary, Pradhuman, Vipul Juneja, Asmita Kaushik and Aswathi Balakrishnan among others.
Few posts from the campaign:
Through the slew of activities, the campaign is expected to reach 250 million people.
Speaking further about the campaign and the sale, the brand said, they expect the sale to be much higher and are prepared to cater to 50 lakh people and an addition of 10 lakh new consumers are expected.
“We also expect an uptick in demand by over 3X of BAU and 26% increase in traffic over the previous July edition. Myntra is also providing access to the customers to over 100 newly launched brands on the platform ahead of the event, including prominent names such as Bebe, Chumbak Beauty, CR7, Saaki, FreeSoul, L'Oréal Professional Products Division and Caudalie among others. For our trend-first Gen Z shoppers, StyleCast is also offering over 35,000 trendy and fresh styles,” added the spokesperson.
It must be noted that Myntra has been a prominent platform when it comes to influencer marketing. They have recently launched platforms like Myntra Studio and MLive that specifically cater to the masses via influencers.
“The amplification of EORS-16 via our charter of influencers is vital to building salience for the event. With 2,500 influencers being leveraged across M Live, Myntra Studio and our own social media channels, we are expecting 50 lakh shoppers to transact during the 6-day event, including fashion-forward first-time shoppers. In a first, we are also witnessing over 30 leading brands participating in brand-led Lives, leveraging influencers to effectively engage consumers. Recently ahead of EORS 16, we had actor Ayushman Khurrana take the reins of the popular lifestyle brand, Daniel Wellington on one of the brand-led live sessions, which performed extremely well, effectively engaging 25K consumers. With over 10 billion social impressions garnered via Myntra's social commerce verticals since its inception, there is no denying that influencers are pivotal to the success of the event.”
“Myntra's target audience has always been the trend-first and fashion-forward shoppers of the nation. Our offerings cater to all ages, and our innovations are immensely attractive to the Gen-Z cohort, with our cutting-edge propositions such as StyleCast, M-Live and MyntraStudio. We are expecting 10 lakh new shoppers to shop on Myntra for the first time and 40% of our overall shoppers for EORS are expected to be from tier 2 and 3 towns and cities,” said the platform.
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