Tag Archives: brands

Myntra’s End of Reason Sale in 7 images

# 1: A week or so back

The Build Up

YT ads promoting the sale
#2 Midnight on the day of sale

Midnight of Offer DayAs per Myntra’s twitter account, they were updating the offers

 

#3 Morning of the day of sale

Morning of the day of sale

Front double page ad on HT Delhi

#4 Minutes after the sale begins

Minutes after the sale began

 

Push notification to their app base (along with emails and sms)
#5 Few hours into the sale

Few hours into the sale

User Accounts (some say IPs) on both app and web were blocked for 30 minutes from making any request to the site

#6 Less than 12 hours into the sale

12 hours into the sale

 

 

#7 A little over 12 hours

end_myntra7

If the sequential order numbers of Myntra is anything to go by, the order id increased by over 1L  in the first 2 hours of the sale.

Time – 9:42 AM, Order id: 70303245

Time – 11:42 AM Order id: 70425987

Run rate: 60k orders/hour (16.67 orders/sec)

 

Memeology

It happened yet again. Facebook saw yet another meme apparently meant to promote ‘Breast Cancer Awareness‘. When I logged into Facebook day before yesterday I was unpleasantly surprised to see some female friends put statuses like these

I was caught off guard and didn’t realize for a while and it got confirmed when I saw this

If you are a regular user of Facebook you might remember a similar meme that surfaced earlier this year. While this meme is apparently all about places where women would like to keep their *purse* and not where they’d like to *do it*, the last meme was about women sharing their *Bra Colour*. I’ll not get into the discuss if such memes actually help spread awareness about Breast Cancer or not but what interests me more is the the “how & why” of these memes.

One of the first Memes I encountered was during my early days of Blogging a few years back was probably “10 things you don’t know about me” or something similar. The sheer fact that a trend needs to grow viral in order to become a meme is an interesting thing and it is worth exploring what makes a meme a meme.

A meme is in a lot of ways like a viral (forward) email/sms as it has the essential elements required to sustain and grow itself. Going back to the ‘Made To Stick’ check list for an idea to spread, a meme should also have certain features for it to go viral. Ideally a meme should be

  • Simple (To ensure maximum participation. For ex: Colour of your Bra, Name of your first Crush)
  • Unexpected (One of the parameters for a meme is also how unexpected/weird/double meaning/out-of-the-ordinary it is. For ex: Where would you like to “whatever”)
  • Emotional (It should be able to elicit a connect emotionally. For ex: 10 Things you didn’t know about me, 5 Things I can’t live without  etc)
  • Direct/In-direct call to action(A direct call like tagging people to do the same on their page/blog etc or an in-direct call to join them in the cause as in the case of Bra Colour meme)

Memes are a win-win situation for most users and the platforms(or the causes?) they spread in with users getting something different to talk/show off and the platform seeing more activity. However as someone interested in marketing I wonder if brands can leverage the meme phenomenon.  Your thoughts?