A six-day ‘End of Reason Sale’ (EORS) social-media campaign that Myntra, the pioneer in m-commerce and the leading platform for fashion brands, held in December 2020 garnered 80 million views. The campaign was managed by PicsArt through Ventes Avenues.
Through the campaign, Myntra sought to explore options to boost engagement and brand awareness in an innovative way. The main objective of the PicsArt-Myntra campaign was to engage customers while leaving a “lasting impression” on their minds during EORS.
This EORS was a one-of-a-kind activity, where Myntra had two replays integrated on the PicsArt app. A Replay is a step-by-step guide that lets users to recreate a series of professional editing effects on their images. To further enhance viewability and engagement, a ‘Replay Challenge’ was run on PicsArt, which attracted a sizeable traction from the PicsArt user base. The winner of the challenge received vouchers and gifts worth Rs. 50,000 from Myntra.
Talking about the campaign, Achint Setia, Vice President, Marketing, Myntra, said, “This activity not only resulted in a high engagement rate for Myntra, but also created a permanent shelf space in the user’s phone — establishing a greater brand recall. It is so refreshing to observe people engaging with Myntra and taking the time to edit their images. Innovative campaigns like these create a lifelong brand salience, build rapport and strengthen the trust between the brand and its consumers.”
Talking about the idea behind the campaign, Ravish Jain, Country Head, PicsArt India, said, “PicsArt users are tech savvy, socially active, and aware of ongoing trends. They love to engage, consume, and create new and fresh content frequently. Our new Replay functionality was the perfect way to engage users with the Myntra brand, and this campaign was unlike something they had done before. It was great to see millions of people in India viewing the branded content and even more of a delight to see thousands of PicsArt users participate in the challenge.”
Commenting on the collaboration with PicsArt India, Fauzan Rahim, Co-Founder, Ventes Avenues, said, “Ventes Avenues is delighted to collaborate with Myntra on their recent campaign. We strongly believe that innovation is the key to brand love. The success of the Myntra-PicsArt campaign has opened several opportunities for brands to advertise, innovate and create awareness. We are proud to announce our partnership with PicsArt and we hope this serves as a relevant platform for brands to engage meaningful and ‘go beyond the filter’. We would like to thank Myntra for taking this leap of faith and trusting us; these numbers are very encouraging, and I am sure many brands will connect with us on this.”