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