Myntra leverages Video Action Campaigns to drive 120% higher ROAS at 34% lower CPA

Challenge

Myntra is one of the leading online fashion, beauty and lifestyle destinations in the country, where fashion is accessible to all. Myntra’s business objective, for EORS 16 (annual, tentpole, sale event) focused on revenue – and marketing efforts were required to adhere to this objective. In addition to revenue, using video creative and specific video formats, to help influence consideration (mid-funnel), was evaluated.

Approach

Traditionally, during sale events, Myntra leveraged performance marketing levers such as display, search and shopping. Video, was specifically viewed and perceived, to drive top-of-mind awareness. Over the years, Myntra has been known for producing noteworthy creatives, for marquee associations with leading influencers. Given the availability of quality video content, and a focus on consideration (mid-funnel), Video Action Campaigns were used to achieve revenue targets, in addition to other campaign types. This format, with a feed, started off as an experiment to prove whether video can help drive purchases, was gradually scaled each sale day and based on best practice, delivered ~2X+ greater ROAS, when compared with commonly-used performance campaign types.

Testimonial

“In the lead up our marquee event, the 16th edition of End of Reason Sale, Myntra went beyond the conventional approach of leveraging VAC as a brand and consideration campaign and instead optimized it for ‘ROAS’. Being clear-sighted on how to utilize the strategy during our primary event helped us to significantly convert website visitors to achieve a 120% higher ROAS. We look forward to collaborating with Google on many more impactful projects in the near future.”

Arunima Roy

Manager - Digital Marketing, Myntra

“Apart from the ongoing performance initiatives for Myntra, we needed something to enhance the user engagement & increase ROAS. With VAC campaigns, we effectively used video to drive action to Myntra's products. This gave tremendous boost to performance during the Myntra's EORS sale. We were able to achieve 2X higher ROAS while lowering acquisition costs by 34%”