Social Media Case Study: Myntra’s Bachpan Style Contest

Brand Name:

Myntra

Objective :

 To bring back stylish childhood memories on the occasion of Children’s Day, Myntra.com ran a contest titled ‘Bachpan Style’ on Twitter. The objective of the contest was to engage it’s audience on this occasion while bringing in the ‘fashion’ element.

Strategy: 

For this contest, Myntra used 3 social media platforms – Facebook, Twitter and Pinterest. While Facebook was used as a medium to publicize the contest, Twitter was the platform for the contest and Pinterest served as place for post contest aggregation of all the pictures. Myntra also used a generic hashtag that people can easily (and would want to) use.

Execution:

The contest was launched at 11 AM on 14^th November, with a teaser tweet a couple of hours back asking people to keep their childhood photos ready. The contestants had to send a picture that described their childhood style with one line. Their tweet had to contain @mynra and #bachpanstyle. This information was also published on Facebook.

The most stylish picture won a voucher of Rs.1000. After the contest ended at 5 pm, all the pictures were pinned to Myntra’s new Pinterest board made especially for this contest and the winner was announced later in the day. The board also has a special photo of the winner.

Measurement: 

By evaluating no of entries received (storify) the number one of tweets/impressions (using hastracking)

Results

Total entries received: 81 (http://storify.com/myntra/bachpanstyle) This can also be seen on the Pinterest Board, which has a special photo we made of the winner - http://pinterest.com/myntra/bachpanstyle-contest-photos/

Hashtracking report: 114 tweets generated 101,815 impressions, reaching an audience of 22,793 followers