Myntra

Client: Myntra
Industry: E-commerce (Fashion & Lifestyle)
Duration: 18 Months
Ad Platforms: Meta Ads, Google Display & Text Ads
Monthly Budget: $100K

Overview

In 2018, Myntra partnered with 01 Agency to optimize and scale their digital advertising campaigns across Meta Ads and Google Ads. At the start of the project, Myntra faced significant challenges in ad performance, ROI, and creative quality. Our mission was to improve their conversion rates, boost sales, increase traffic, enhance customer retention, and streamline campaign management.

Challenges Faced

1. Low ROAS (Return on Ad Spend): Despite a $100K monthly budget, the revenue generated from ads was below expectations, yielding an inefficient ROAS.

2. Poor Creative Assets: Myntra's existing ad creatives and email templates were underperforming, lacking engagement and brand consistency.

3. Ineffective Campaign Structuring: The campaigns were not optimized for targeting, segmentation, or conversion tracking.

4. High CPA (Cost Per Acquisition): The cost to acquire new customers was significantly higher than the industry benchmark.

5. Lack of Retargeting & Retention Strategies: Myntra had limited audience retention and retargeting tactics in place.

6. Complex Campaign Management: Handling 100+ campaigns daily without automation made tracking and reporting cumbersome.

Our Approach & Solutions

1. Meta Ads Optimization:

• Advanced Audience Targeting: We segmented audiences based on user behavior, interests, purchase history, and demographics.

• Lookalike Audiences: Created high-performing lookalike audiences to scale campaigns efficiently.

• Dynamic Product Ads (DPA): Implemented DPA to serve personalized ads based on user engagement with Myntra's website and app.

• Creative Overhaul: Designed high-quality, engaging visuals and copy optimized for conversions.

• A/B Testing: Conducted A/B testing on creatives, ad copies, and CTA buttons to find the best-performing variants.

2. Google Ads Optimization:

• Google Search & Display Campaigns: Optimized text and display ads for maximum click-through rate (CTR) and conversion.

• Responsive Search Ads (RSA): Implemented RSAs to adapt ad copy dynamically based on user searches.

• Performance Max Campaigns: Leveraged AI-driven campaigns to maximize ad placements across Google's inventory.

• Smart Bidding Strategies: Utilized Target CPA and ROAS bidding to improve efficiency.

• Retargeting & Display Remarketing: Set up advanced remarketing campaigns to re-engage users and drive conversions.

3. Email Marketing & Automation:

• Personalized Email Templates: Redesigned Myntra's email campaigns to improve engagement and conversion.

• Automated Workflows: Integrated automation to trigger personalized emails based on user behavior.

• Abandoned Cart Recovery: Implemented strategies to bring back lost customers and increase purchase completion.

4. Performance Tracking & Reporting:

• Comprehensive Dashboard: Developed an easy-to-manage reporting system for real-time performance tracking.

• Automated Reports: Set up automated weekly reports highlighting key performance indicators (KPIs).

• Attribution Model Analysis: Implemented data-driven attribution to optimize ad spend allocation.

Tools & Technologies Used

• Ad Optimization: Facebook Ads Manager, Google Ads, Google Analytics, Google Tag Manager

• Creative & Copywriting: Adobe Photoshop, Adobe Illustrator, Canva, Figma, Copy.ai

• Automation & Tracking: HubSpot, Klaviyo, Mailchimp, Google Data Studio

• Performance Analysis: Google Looker Studio, Hotjar, SEMrush, Ahrefs

Results & Impact

• ROAS Improvement: Achieved a 3x+ return on ad spend.

• Conversion Rate Optimization: Boosted conversions through data-driven strategies and high-performing creatives.

• Cost Efficiency: Reduced CPA while increasing sales and customer retention.

• Scalability: Successfully managed and optimized 100+ campaigns daily with structured automation.

By leveraging advanced advertising techniques, high-quality creatives, and strategic campaign management, 01 Agency transformed Myntra's digital advertising performance. Our holistic approach not only optimized their ad spend but also improved customer engagement and long-term retention. This project stands as a testament to the power of data-driven marketing and innovative ad strategies.

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