LS Digital’s digital marketing campaigns for Pepe Jeans during Myntra’s ‘End of Reason Sale’ (EORS) from June 1 to 11, 2023 saw the brand register a 76 pc uptick in per-day revenue over non-sale days in May 2023, informed an agency statement.
While Myntra is claimed to have recorded 50 pc new customer growth, Pepe Jeans saw a 13 pc lower Cost per Order (compared to an undisclosed target), while the brand recorded a 4.5-time increase in orders and consumers spent 1.7 times more than they did at the previous Myntra EORS event, it adds.
Priyaranjan Manay, Deputy General Manager (Marketing), Pepe Jeans London, said, “Our partnership with LS Digital has been of great support in our journey to strengthen our presence on e-commerce platforms. PLA (Product Listing Ads) efficiency during a major sale event such as EORS was very crucial amidst other players, and driving this with an eye on the costs was very important. We have seen a great impact from this collaboration on all media metrics, including awareness, consideration, and conversion during the event.”
Pooja Dhamdhere, AVP – eMarket, LS Digital, said, “In this edition of the EORS, Myntra recorded 50 pc new customer growth. We are happy to be a part of Pepe Jean’s growth journey on the platform. Both teams worked in sync to achieve the results. The fact that we were able to exceed the targets speaks a great deal about our association with the brand.”
Pepe Jeans needed a strategy during the sale to increase visibility of its range and improve chances of sales, explained the agency note. LS Digital’s plan focused on campaigns around different colours in the denim category. The strategy also entailed promoting only those products that had a high stock count to maximise sales performance. Simultaneously, efforts were devoted to better-performing products while pausing underperforming categories. Measurement allowed reallocation of budgets to best-performing campaigns, the note added.
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