Happy Sunday Folks👋,
Welcome to the 49th edition of the Hellomeets weekly newsletter, where we share interesting highlights from the key meetups that happened recently and What's buzzing inside our communities. So buckle up your seat belts and get ready for a ride. 🎢
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In this section, We share value bombs 🤯 from one of our weekly live meetups. if you want to access over 200 meetup recordings (updated each week) & actionable insights shared by experts from GoJek, Swiggy, Razorpay, Google, Zoho etc. then signup for *HelloMeets Premium Community today.*
Last week we had Rubi Gupta, AVP Marketing & Growth at Spinny (Ex-Medlife & Myntra), where she walked us through her journey of growing revenue using hyper-segmentation & personalisation at Myntra and Medlife.
Rubi has 14+ years of experience in managing multiple performance agency teams in building, executing, and optimizing search engine marketing and biddable media campaigns.
Below are a few key takeaways from Myntra’s case study shared in her session.
In 2015, Myntra decided to transition into a “mobile app only” marketplace. During that time, the company used to run app installation campaigns to acquire users on the app.
(Here “Acquisition” means the first purchase of a new user from the app)
The team observed that the user acquired from these campaigns were buying brands like Roadsters. And, Back then Roadster was not a well-known brand. Plus, Myntra was not promoting the Roadster in their marketing campaigns.
They were confused about why people were buying Roadsters?
The Myntra marketing team did a survey and the result suggested that Roadster is value for money and huge discounts had customers buy it.
The next step was obvious then. They started to promote Roadsters in their online ads.
But, the Conversion rate remains constant while Click through ratio on their ads dropped too!
Myntra team were a little confused?