How Myntra democratized fashion with Google AI-powered ads
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How Myntra democratized fashion with Google AI-powered adsJune 2023
Consumers in India are carefully weighing their purchase options and considering more brands than ever today. Yet with Google internal data showing 89% of fashion-related searches being generic in India, it can be challenging for retail brands and e-commerce marketers to identify valuable customers in real time.
This was especially so for fashion e-commerce brand Myntra, which believes in democratizing fashion and helping its customers access a variety of fashion brands. This meant that Myntra not only had to show up for trending searches, but also identify upcoming trends in fashion and establish a presence there.
We spoke with Myntra Chief Marketing Officer Sunder Balasubramanian to learn how the fashion e-commerce brand reached its valuable customers at scale by using full-funnel Google AI-powered ad solutions across Search, video, and apps. Watch the video to see how using a combination of Performance Max, Video action campaigns, and Firebase signals helped the brand to unlock efficiencies in its omnichannel marketing and drive a 37% increase in return on ad spend.
As a fashion-forward e-commerce brand, Myntra has always been at the forefront of democratizing fashion and beauty and bringing the best of selections to its consumers, using effective performance campaigns.
Leveraging Google AI-Powered Ad Solutions meant that we could efficiently pivot and scale our marketing strategy without interrupting performance.
Hi, my name is Sunder Balasubramanian and I’m the Chief Marketing Officer at Myntra.
As for Google’s search data, around 89% of fashion searches are generic making the consumer’s journey a rather complex one.
Google’s solutions have helped us identify areas of growth and effectively reach consumer cohorts in a more streamlined way.
Through a combination of Performance Max, Video Action Campaigns and Firebase Signals, we reach out to consumers wherever purchase intent occurs.
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.
Enabling brandification of fashion has always been at the core of what we do.
We offer 1.7 million styles across fashion, beauty and lifestyle.
International brands to domestic ones, D2C ones, workwear to ethnic wear and Gen-Z fashion.
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.
Staying ahead of the curve on both current trending search terms and new ones is important for us.
Broad Match depth and coverage of generic search drove significant efficiencies and a strong jump in conversions.
Myntra prides itself on unparalleled consumer experience no matter where a consumer’s digital journey takes place.
So it was important for us to effectively use quality video ad creatives to drive awareness and Video Action Campaigns to achieve our goals.
Video Action Campaigns have enabled us to beautifully combine the power of video ad messaging and relevant product feeds to boost performance even further.
Delivering an unparalleled customer experience means considering every single touchpoint, including apps.
App marketing has always played a crucial role in our strategy.
With Google’s Firebase Signals, we’ve got off to a great start driving efficiencies and doubling down on scale.
Fashion brands are no longer out of reach for consumers across India.
With Google AI-Powered Ad Solutions, they are readily accessible to anyone in the palm of their hand.
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