With Myntra’s core campaign message of ‘Go For It’, we conceptualised and executed a complete 360° digital content mix. From campaign announcements to quirky stylised look-books, these high impact content pieces were shot efficiently leveraging short pockets of time. This strategy was highly effective in successfully communicating the campaign message while also ensuring great social media reach and engagement 📱📈 Creative Agency - Purpose Studios Concept and Execution - Purpose Studios

1. Myntra 'Go For It'
How we created 360° degree digital content for Myntra’s Go For It Campaign ft. Kiara
Advani and Samantha Prabhu
Myntra is one of India’s leading e-commerce brands for all things
fashion and lifestyle - with a focus on increasing accessibility to the
larger public.
Brief
To create snackable content around Myntra’s core campaign message - Go For It,
which directly connects with their TG and creates an online buzz.
Approach
Through our initiative, Purpose Bolt, we leveraged time and celebrity effort to create
high impact content pieces. The snackable content also aligned with the message of
embracing trendy, fresh and offbeat fashion choices -specifically through our Red Boot
Challenge.

2. Execution
● From campaign announcements to quirky stylised lookbooks - the snackable
content appealed largely to a young Gen-Z demographic - and encouraged them
to participate in the challenge to show off their unique fashion.
● We focused on pre-production research so as to save time on the set - and
effectively utilized the pockets of time in-between shoots to maximize the social
media virality before the campaign launch.
● We created a total of thirteen content pieces for the brand - which ranged from
campaign teasers, to relatable Rapid Fire Questions - keeping in mind the
current social media trends.
● We chose specific music tracks that complement the personality of the
trendsetters - Kiara Advani and Samantha Prabhu - and express their
personality, while also maintaining a similarity in theme.
Impact
● The campaign was widely appreciated, and garnered tons of support for its
message. The social media content pieces were impactful - and resonated with
the campaign deeply.
● The Red Boot Challenge became a social media trend - multiple influencers
engaged with the trend to show off their own bold fashion choices - and this
further elevated the brand’s philosophy.
● In totality - the pieces garnered over 7.8 million organic impressions on all digital
platforms.
● The pieces were reshared by Samantha Prabhu and Kiara Advani on their
respective social handles, and other celebrities such as Masaba also showed
their love and appreciation for the same.
● The engagement and curiosity built before the main campaign launch helped in
attracting more consumers for Myntra - and solidified its market positioning as
the leading fashion brand.
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