MediAvataar's News Desk
The leading online fashion platform has improved campaign performance by twice the average industry standards
Myntra, one of the most recognisable brands in the country’s digital fashion space, continues to benefit greatly from Netcore’s AI-powered growth marketing platform, Smartech. Myntra has been able to power customer engagement at incredible scale using Smartech’s comprehensive analytics and engagement ecosystem to produce 60% better results when it comes to their email marketing campaigns.
This uplift which is 2X that of industry standards, underscores how established brands can hit impressive growth figures by incorporating AI as part of their broader marketing strategy. These results were achieved by partnering with Smartech, a product of Netcore Solutions, a global pioneer in the martech space, for over 4 years.
In these times of multi-channel engagement, email continues to be the most valuable channel for marketing messages, with average open rates of 17% and CTRs (Click-Through Rates) of 2.3%. Therefore, it has a significant impact on the bottomlines of online retailers since conversions are directly related to campaign performance.
Myntra’s pressing challenge was to ensure that its marketing emails get delivered in the “Primary” tab of their customer’s inbox, rather than the “Promotions” tab. Driving Primary Inbox delivery drastically enhances the chances of eventual conversions instead of getting lost in the daily clutter of other promotional email.
Smartech addressed this challenge through a 3-pronged approach:
1. AI-powered Dynamic Delivery: Smartech helps enhance delivery rate through Primary Inboxing, which helped increase the Click-Through Rates (CTRs) by 1.5X
2. Neural Networks coupled with Smart Segments: A component of AI, Neural Networks identified customer segments based on their brand affinity, gleaned from data regarding their interactions and transaction history. These can pick up the smallest of signals with regard to delivery used to then auto-adjust the campaign throughput
3. Consultancy-driven Content Optimisation: By leveraging Smartech’s AI and Machine Learning capabilities, Myntra was able to zero in on the right content and creatives for its audiences as well as identify the best times for sending their emails, all aimed at maximising conversions through compelling calls to action
Mr. Aashish Kumar, Senior Manager, CRM & Growth at Myntra stated, “Netcore's Smartech has been critical to our customer retention strategy, and we have partnered with them for 4+ years now. Using AI-based delivery, Smartech has helped us in Primary Inboxing, achieving 60% improvement in email campaign performance which is 2X that of average industry standards.”
Kalpit Jain, Group CEO at Netcore Solutions, added, “Myntra has been a valuable partner over the years and we are thrilled to be playing a role in their growth story. Brands that adopt AI and Machine Learning as part of their marketing strategy are far likelier remain ahead of the curve. Our work for Myntra highlights the immense power of AI in making the best possible utilisation of customer data, and should serve as encouragement for marketers across the industry. We look forward to scaling greater heights with Myntra in the years to come.”
People around the world use Facebook’s charitable giving tools to support a neighbor who lost everything in a fire, bring critical care to a child battling cancer, help nonprofits bring food to those in need, and so much more.
We’re announcing that people have raised over $1 billion on Facebook for nonprofit and personal causes, helping to raise awareness and make an impact in their communities around the world. We’re also bringing nonprofit fundraising tools to Canada and Australia. And for Giving Tuesday on November 27, 2018, with our partner PayPal we are matching donations up to a total of $7 million for all US-based nonprofit fundraisers happening on Facebook that day.
$1 Billion Raised
We are continually inspired by the many ways people support the causes and people that mean a lot to them. Since we introduced charitable giving tools in 2015, people have raised over $1 billion on Facebook through Facebook Fundraisers and Donate Buttons, and over 20 million people have either donated to or started a fundraiser on Facebook. Our nonprofit community also continues to grow, and there are now over 1 million nonprofits in 19 countries that can receive donations directly through Facebook.
With fundraisers both big and small, people have made a lasting difference in their communities. Here are examples of some of the incredible impact we’ve seen from Facebook Fundraisers:
Save the Children raised more than $7.5 million over the past two years, which contributed to helping 6.5 million children in crisis across 60 countries.
1 in 6 kids in America lives with hunger. No Kid Hungry raised over $5 million from more than 200,000 donors on Facebook to help feed kids across the US.
The Marine Mammal Center, the world’s largest marine mammal veterinary hospital, raised over $30,000 to pay for 15 tons of herring – enough to feed all of its seal and sea lion patients for two months.
Countless animals suffer from homelessness, abuse and neglect. This year, the ASPCA raised over $4.4 million from nearly 170,000 donors.
Stop Soldier Suicide raised over $2 million to help provide 5,000 service members, veterans, or family members with 24 months of personalized support.
St. Jude raised almost $30 million, helping to ensure that no family ever receives a bill for treatment, travel, housing or food.
International Rescue Committee received over 27,000 donations, enabling them to provide essential support to millions of people whose lives and livelihoods have been shattered by conflict and disaster.
Expanding Our Fundraising Tools
To help more people support the causes they care about, we are expanding our nonprofit fundraising tools to Canada and Australia, where people can now create fundraisers for over 100,000 Canadian and Australian-based charities, enabled by our partnership with the PayPal Giving Fund. Our nonprofit and personal fundraising tools are now available in 20 countries.
$7 Million in Matching for Giving Tuesday 2018
Every year on Giving Tuesday, people come together on Facebook to support and champion the causes they believe in by donating and fundraising. This year, we’ve expanded our partnership and commitment to provide the largest match in the history of Giving Tuesday. With our partner PayPal, we are matching up to a total of $7 million in donations made on Facebook to eligible US nonprofits. Fundraiser and nonprofit matching limits apply — for more details, see here. All donations made to nonprofits through Facebook Payments are 100% free of fees. Also, for the first time, we’re hosting a Giving Tuesday event from our Facebook Page to share updates and fundraiser stories from across the community.
Finally, we want to celebrate and express our gratitude to the community of people and organizations who have used our tools to support the causes they care about, making a meaningful and lasting impact in their communities. None of this would be possible without people in our community who passionately support and raise awareness for the causes and people they care about. We can’t wait to see the impact we can continue to make together.
Written by By Naomi Gleit, VP Social Good at Facebook
YouGov Influencer Index 2018 reveals consumer perceptions of leading Bollywood celebrities and sports personalities in India
YouGov Influencer Index 2018 Amitabh Bachchan and Deepika Padukone are the most influential personalities according to YouGov Influencer Index 2018. The study expands to cover consumer perceptions of around 60 top Bollywood celebrities and sports personalities and measures their awareness, likability, trustworthiness and influence in the following categories- Health, Wellness & Beauty/ Personal care, Technology/ Automotive, Fashion, Apparel & Accessories, Food, Drink & Travel and Financial services.
The overall influencer index is an average of awareness, likability, trust and individual sector influence score. The top ten list is dominated by male Bollywood celebrities and cricketers, however, Deepika Padukone is the top ranked female celebrity in the list.
Mahendra Singh Dhoni and Sachin Tendulkar are at the third and fourth spot, respectively, above Virat Kohli, who is parked at number six. It is refreshing to see Alia Bhatt secure a place in the top ten ahead of global stars, Priyanka Chopra and Aishwarya Rai Bachchan. It is also interesting to note that Olympic winner and Badminton star PV Sindhu has made her way into the top 15 influencers of India, suggesting the increasing popularity of sports personalities, other than cricketers, amongst people in India.
Looking at individual sectors, Deepika Padukone and Amitabh Bachchan are the strongest celebrities in the Health, Wellness & Beauty/Personal care category.
Deepika Padukone is currently the reigning queen of Bollywood. Not only is she one of the highest paid actors but is also one of the few female celebrities with the highest number of brand endorsements. Her current endorsements include brands like L’Oréal Paris, Jio, Oppo, Goibibo, Axis Bank, Tanishq, to name a few. Deepika clearly dominates the Fashion, Apparel and Accessories space and is most likely to influence consumers’ decisions to buy/ use a product within this category.
Mega star Amitabh Bachchan has a stardom which only few can fathom. His popularity is supreme and his mass appeal cuts across all age groups and segments. He is the first choice of corporates, government organisations, awareness campaigns and tourism bodies. According to YouGov Influencer Index, his influence is paramount in the Food, Drinks and Travel sector as well as financial services category. Not just this, he has been voted as the top public figure whose political opinion people are most likely to pay attention to. Amitabh Bachchan also enjoys huge public support in the Technology and Automobile sector, along with MS Dhoni and Sachin Tendulkar.
Although financial services category in India is dominated by male influencers, Deepika Padukone makes it to the top 5 and is the most influential female celebrity in this category. She has been the brand ambassador of Axis Bank since 2014 and seems like people have a favourable perception of her.
Another interesting insight is that the Bollywood wives are way ahead of their husbands in the Influencer Index list, with newlywed Deepika Padukone taking the lead at number two while Ranveer Singh is at spot eleven. Even Kareena Kapoor is ahead of Saif Ali Khan and so is Aishwarya Rai Bachchan before Abhishek Bachchan.
Commenting on this, Deepa Bhatia, General Manager, YouGov India, said, “A brand endorser is a very important representative of the brand. Trustworthiness, mass appeal and statesmanship are some of the qualities companies look for while finalising a face for their brand. YouGov Influencer Index would enable brands to fine tune their endorsements strategies and amplify the impact of a campaign. By being able to view a celebrity from the eyes of consumers, brands can gauge the influence of a celebrity on the consumers and can target their endorsements accurately.”
Data collected online by YouGov India among close to 1,948 respondents in India in November 2018 using YouGov’s panel of over 6 million people worldwide. Data is broadly representative of the adult online population in the country.
The rapid growth in the number of High Net worth Individuals (HNIs) and aspirational lifestyles and consumer demographics has led to a demand for luxury living. The discerning and demanding consumer expects the best of class and experience in everything, be it in the living or the bathroom space.
As a brand which denotes the pinnacle of European craftsmanship and indulgence, Queo’s latest campaign celebrates this tradition and philosophy. The campaign, conceptualized by Dentsu One, narrates Jacqueline’s journey and her quest for the best-in-class bathroom experience.
The ‘NOTHING LESS WILL DO’ campaign, launched across digital, cinema and print medium targets HNI consumers for whom opulence is a way of life. It is not just a showcase of the Queo world but a testament to the uncompromising standards of living and a mood of indulgence that the brand stands for.
The campaign recreates a life of grandeur and an affluent lifestyle. Delivered brilliantly by Bollywood star Jacqueline Fernandez, the brand ambassador for Queo, the films show her playing a woman who wants the best or nothing. As it says in the story, for the ones who value luxury, 'NOTHING LESS WILL DO'.
The first of the two-part series takes off with Jacqueline Fernandez refusing to stay in a 7 star hotel because the bathroom was not good enough. This raises a lot of eyebrows and becomes national news with newspapers covering the walk-out.
The film leverages Jacqueline’s attitude as someone who lives and breathes the values of the brand. Aptly titled, ‘The Walkout’, the film begins with the controversial walkout picture of the star and then goes on to show Jacqueline walk into her ultra-luxurious world of Queo bath lounge. In the background, her manager gives a point of view on the controversial walkout and talks about Jacqueline’s absolutely uncompromising attitude. The star flings her ill-fitting shoe off before indulging with it. This film celebrates the ability to get things. The launch film showcases the newly launched F-Courbe series, with one of its kind wash basin whose curves never meet and the second film showcases the Smart Tap shower that works in sync with Amazon Echo.
On the launch of the film, Manish Bhatia, President Building Products Division, HSIL Limited, said, “We got the luxury brand Queo to India in 2011, with an aim to create the luxury segment in bath spaces as it did not exist back then. Designed and conceptualized by leading European design masters, Queo, is a testimony to the intricacy and finesse in craftsmanship. This new campaign with Jacqueline resonates with this uncompromising standard of the brand. She fits in perfectly as she exuberates the class, the elegance and the attitude that matches with the brand. I feel this attitude towards luxury reflects a new Indian customer who won’t accept compromises.”
Speaking about the campaign Titus Upputuru, National Creative Director, Dentsu One, said, “Luxury marketing is largely about imagery and lifestyle. We wanted to add a layer of attitude. The campaign not just celebrates the uniqueness of Queo products but also the unique demands of a star like Jacqueline.”
Fernandez, who begins the campaign by walking out of a 7 star hotel. The films depict pure luxury, be it in the art direction, the costume design or the music. “I’m extremely excited to continue my association with Queo. The brand epitomizes true indulgence and luxury and I admire their quality and attitude of not settling for mediocrity, in order to provide unparalleled experiences to their customers”, said brand ambassador Jacqueline Fernandez.
Tarun Rai is Chairman & Group CEO of J. Walter Thompson South Asia
Tamara Ingram, Global CEO, J. Walter Thompson said “Tarun’s new title accurately reflects his responsibilities. He oversees multiple countries with full-service agencies and digital companies including specialized divisions such as Shopper, Rural, Events, Design, Production and Social. Over the last three years, Tarun has ensured that all of these companies and divisions are integrated seamlessly to deliver the best communication solutions to our clients.”
“Our clients are increasingly asking for integrating their brand communication across various touchpoints and platforms. What puts the JWT group at an advantage is that we have many specialised companies and divisions in the group but a single P&L. This makes us platform agnostic and allows us to focus on only the client and brand communication needs. I am lucky to have extremely talented and capable leaders of our various group companies, divisions and functions.”; said Tarun Rai, Chairman & Group CEO, J Walter Thompson South Asia.
J Walter Thompson Group in South Asia includes India, Sri Lanka and Nepal. It has 3 mainline agencies – J Walter Thompson, Contract and ADK Fortune; 2 digital agencies - Mirum and Hungama Digital Services; Design - Design Sutra; Shopper marketing, events and experiential marketing agency - Geometry Global Encompass India.