00:00
As a fashion-forward e-commerce brand, Myntra has always been at the forefront of democratising fashion and beauty and bringing the best of selections to its consumers, using effective performance campaigns.
00:11
Leveraging Google AI-Powered Ad Solutions meant that we could efficiently pivot and scale our marketing strategy without interrupting performance.
00:24
Hi, my name is Sunder Balasubramanian and I’m the Chief Marketing Officer at Myntra.
00:29
As for Google’s search data, around 89% of fashion searches are generic making the consumer’s journey a rather complex one.
00:37
Google’s solutions have helped us identify areas of growth and effectively reach consumer cohorts in a more streamlined way.
00:44
Through a combination of Performance Max, Video Action Campaigns and Firebase Signals, we reach out to consumers wherever purchase intent occurs.
00:54
Enabling more of them to buy branded fashion and beauty, styles that are in line with their liking and hence help them look their stylish best every day.
01:03
Enabling brandification of fashion has always been at the core of what we do.
01:07
We offer 1.7 million styles across fashion, beauty and lifestyle.
01:13
International brands to domestic ones, D2C ones, workwear to ethnic wear and Gen-Z fashion.
01:20
Working closely with our media partners, we’ve adopted Value-Based Bidding and we’ve seen a 37% increase return on ad spend across our marketing campaigns between July to December 22 versus Jan to June 2022.
01:36
Staying ahead of the curve on both current trending search terms and new ones is important for us.
01:42
Broad Match depth and coverage of generic search drove significant efficiencies and a strong jump in conversions.
01:49
Myntra prides itself on unparalleled consumer experience no matter where a consumer’s digital journey takes place.
01:57
So it was important for us to effectively use quality video ad creatives to drive awareness and Video Action Campaigns to achieve our goals.
02:06
Video Action Campaigns have enabled us to beautifully combine the power of video ad messaging and relevant product feeds to boost performance even further.
02:15
Delivering an unparalleled customer experience means considering every single touchpoint, including apps.
02:22
App marketing has always played a crucial role in our strategy.
02:27
With Google’s Firebase Signals, we’ve got off to a great start driving efficiencies and doubling down on scale.
02:33
Fashion brands are no longer out of reach for consumers across India.
02:37
With Google AI-Powered Ad Solutions, they are readily accessible to anyone in the palm of their hand.
