OBJECTIVE
To reach fashion-forward consumers for their latest ‘Trend IRL’ campaign highlights real-life trendsetters via DOOH.
STRATEGY
Identify Clusters having high propensity of Online Shoppers reaching them out with relevant contextual messaging based on the Cluster.
EXECUTION
- Lemma enabled Myntra to map ads contextually to the clusters e.g casual wear on street side and trendy office attire at tech parks, enhancing ad relevance and context.
- The creatives were also accompanied with Snappy minimalistic messaging relevant to the contextual AD, reaching audiences more effectively.
- The campaign reached 67% of the targeted audience i.e Gen-Z & Millenials.
