By Vinaya Naidu
Fashion and lifestyle portal, Myntra, lately acquired by Flipkart, has been working hard to woo the fashion conscious folks of the nation. The ecommerce company launched a new campaign titled ‘Live for Likes’ that featured a television commercial where people did anything for gaining ‘likes’.
Conceptualised by Lowe Lintas and Partners, the ad film portrays a bunch of young and stylish girls and boys getting all trendy after receiving their Myntra orders. What they do next in their newly acquired stylish attire and accessories takes inspiration from real life.
The girl puts on a fake beauty spot while the guy holds a drink taken from the moving waiter, just to look more ‘like-worthy’ on their pictures. They do manage to score on ‘likes’ as the TVC shows the rapid growth of ‘likes’ they receive on their interesting pictures on Facebook.
Taking the philosophy of ‘live for likes’ to the masses, the ecommerce brand then launched the ‘Live for Likes’ contest. As the name suggests, one is rewarded for the ‘likes’ they receive and stands a chance to win big like a Rs. 20000 wardrobe or a trip to Milan, the fashion capital.
Hosted on a Facebook powered website, the contest has made sure that all guidelines and ways to earn points are listed out clearly.
To participate, one needs to upload their pictures from Facebook or can also upload their pictures via Twitter and Instagram by using #LiveForLikes alongside their pictures. But, you need to connect your accounts and authenticate your entries after uploading the pics with the hashtags to participate and be eligible for the prizes.
You can earn points and badges by uploading pictures and voting on other pictures.
Every activity has a fixed number of points. For every picture uploaded, you get 10 points and another 1 for every vote on it. Points can be earned for sharing pictures with their social connections, watching the television commercial or earning badges for specific activities.
Winners will be selected by a lucky draw based on the number of points earned. Everyone with 10 points will be gratified with a Myntra coupon that avails a flat 37% for shopping on the site. Then there are talktime, gift vouchers, limited edition T shirts, Nike fuel bands and a wardrobe worth Rs. 20,000 to take a chance at. The grand prize is a trip to Milan, the mecca of fashion, and the lucky draw participants need to have earned 1500 or more points.
Besides, if all this isn’t enough, the Myntra team is also choosing a ‘Myntra Pick of the Day’ winner all throughout the days of the 3-week campaign. They will be gratified with brand vouchers.
Building a culture of living for ‘likes’
In the crowded space of fashion portals, a consumer is usually confused as to which one offers the best in fashion. Myntra’s new philosophy of ‘Live for Likes’ creates a strong brand affinity amongst the fashion conscious. In a way, the fashion portal seeks to be the first choice for online shopping, when customers want to look their most stylish and also gain social approval in the form of ‘likes’. The brand has indeed capitalized on the present generation’s obsession for gaining ‘likes’ by going the extra mile.
The ‘Live for Likes’ campaign, apart from a cool concept and boost to Myntra sales, has also ensured it spreads through social connections by rewarding them with points for sharing on social networks. Furthermore, the points for watching the TVC ensures more video views!
Myntra would need to back the campaign with a sound content strategy too, if the portal seeks to establish itself as the only go-to site for the fashion conscious junta.