Social Media Campaign Review: Friends With Benefits – A Friendship Week Special at Myntra.com

Introduction

Myntra has always been known for its unique social media initiatives.  According to the latest comScore report, Myntra.com registered 13.1 million unique visitors out of 77.1 million as of June 2013 with 17.1% reach, the highest among all ecommerce sites. Taking its social media initiatives further Myntra has launched the Friendship Week Special with a dedicated Facebook app called “Friends with Benefits”.

Objectives

The main objective of this Friendship Week Special was to extend Friendship Day celebrations over the entire week instead of limiting them to Friendship Day. The app is designed to show how well you know your friends and what they like.  It also has the potential to engage your friends on Facebook and thereby the objective is to craft yet another viral campaign.

Execution:

The special app called ‘Friends With Benefits‘, helps you generate a style quotient for your friends. The application is all about how well you really know your friend, their choices and who they really are. Based on your ratings across few quirky parameters like Time Magazine Vs GQ or Homemade Vs Junk food, the style expert at Myntra gives your friend a style quotient. Both friends win coupons to shop at Myntra.com. You can also share these results with their network on Facebook.

Positives

This fun and interactive app is an attempt to build a bond between two good friends and bring out their style quotient. The concept and implementation are simple yet unique with the potential to engage the target audience for friendship based contests and promos (which is essentially the youth).

The app is well designed and navigation is smooth.

The interest in Friendship Day promotions on Myntra was ignited by a contest on Twitter…#FriendsAndFashion. Participants had to solve ten different kinds of puzzles -anagrams, riddles, colour codes, fill in the blanks etc, related to fashion and friends, to win vouchers. The contest trended in India at #1, with two lucky winners getting vouchers for themselves and their friends.  The Facebook campaign is an extension of this endeavour and is bound to receive a good response based on the interest generated by the twitter contest.

Scope for Improvement

Yet another focused digital campaign from Myntra which really does not have much scope for improvement.

Conclusion

A set of focused campaigns launched by Myntra.com during the month of June, including the Midnight Sale to launch EOSS, were some of the primary drivers for the e-commerce major’s growth in online engagement.  The “Friends With Benefits” Campaign is another refreshing initiative, in line with Myntra’s overall brand image of a young, colorful and dynamic brand.  Timed perfectly around Friendship Day, the best part about the campaign is that it extends to one week instead of stopping at one day!