Target Segment
Goal
Pitch & Content
Channel
Offer
Frequency of campaign
When the offer is to be made
Success Metrics
Explanation of why this campaign is being designed
why it'll work is stated, backed by user insights and research
Casual User
Converting them to core user
Give them cashbacks,so that they keep coming back to the platform
Whatsapp,email,Text message, push notification
Coupon codes,cashbacks upto 50%
when no purchases are made in 2 months
Once a month and on every EORS
CTR of WhatsApp,email,text message and push notification, number of cashbacks used and number of transactions
This campaign is being designed to convert casual users into core users by giving them platform currency so that they can experience the USP of the platform
If the core user buys every quarter then a campaign like this should deliver useful results
Core User
Converting them to power user
Give them discount on Myntra Insider membership
Whatsapp,push notification
Cashback on first few purchases as a member
Every month
Once a month and on every EORS
CTR of WhatsApp and push notifications, number of transactions
This campaign is designed to convert core users into power users by
If the user gets great customer service along with discounts and cashbacks user is bound to stay
Power User
Increase AOV
Get a curated home feed from favourite brands on your Home Screen
Whatsapp,push notification
Personalised home feed based on their previous purchases
Every week
Every day
CTR of WhatsApp and push notifications, number of transactions
This campaign is designed to increase the average order value from power users
If the user gets personalised home feed which is not cluttered with great customer service they are bound to stick and purchase more
Core,Casual and Power
Increase AOV
Fashion inspiring content Based on likes and dislikes users from fashion influencers and brands users follow
Whatsapp,push notification
Coupon codes and cashbacks
Every week
Once a day
CTR of WhatsApp and push notifications, number of transactions,number of likes and views on the platform
This campaign is designed to drive consumption across segments of users
If user gets relatable content from their favourite brands and influencers they are bound to make more purchase decisions
Core,Casual and Power
Increase AOV
Livestreams from brands
Whatsapp,push notification
Coupon codes and cashbacks
Every week
Once a day
CTR of WhatsApp and push notifications, number of transactions,number of likes and views on the platform
This campaign is designed to drive consumption across segments of users
The level of engagement in livestream is much higher compared to other forms of content