Industry
Location
Window
Myntra
.A multimillion-dollar digital media strategy, re-architected.
Summary
Directed digital media planning for one of India’s largest fashion e-commerce brands, against annual budgets that reach the hundreds of millions of rupees.
Results
Annual budget directed across the WPP portfolio.
Brands led concurrently at Wavemaker.
Integrated TV and digital plans for total reach.
Wasted spend on duplicate audiences eliminated.
The brief
A market-leading fashion platform with a programmatic spend large enough to matter, but a measurement plane still trusting last-click. The exec team wanted to know what was actually working.
The work
A staged incrementality program — geo-holdouts on top-spend campaigns, audience hygiene, dynamic creative, and a creative testing system. The deliverable was a new decision-rights document for the demand-side team and a tighter media plan across TV and digital.
The outcome
Wasted spend down, incremental revenue up. The category leads now ship paid media decisions in a fraction of the prior cycle time.
“The dashboard we built in week three is the one the team still runs the business on.”
— Engagement debrief, Myntra
Keep
reading.