How Myntra drove 4.2M app installs in 30 days
We orchestrated 340 creators across 5 South Indian languages for the End-of-Reason Sale, driving the highest regional EORS performance in Myntra's history.
What we were up against
Myntra's End-of-Reason Sale (EORS) had historically over-indexed on metro Hindi-speaking markets. South India represented 40% of India's e-commerce growth but only 18% of Myntra's EORS GMV. The team needed a regional creator-led playbook that could move the needle in 30 days — without diluting the brand's premium positioning.
How we attacked the problem
- 1
Mapped audience overlap across 50+ shortlisted creators per state — filtering by purchase-intent demographics, not just follower count
- 2
Built language-specific narrative frameworks: aspirational fashion stories in Tamil, "value haul" formats in Malayalam, family-shopping angles in Telugu
- 3
Negotiated 340 creator partnerships across nano (50K-500K) to mega (5M+) tiers — 70% of budget on the long tail for cost-efficient reach
- 4
Implemented unique tracking links per creator with cookie + fingerprint attribution to capture cross-device installs
How it played out
- 01
Pre-sale teaser phase (Days 1-7): 80 creators dropped wishlist content with ₹500 voucher codes
- 02
Launch phase (Days 8-15): All 340 creators went live with sale-day reels, stories, and live shopping
- 03
Sustain phase (Days 16-30): Daily creator boosts on top-performing SKUs flagged by Myntra's real-time data
- 04
Closing phase: Top-10 performing creators ran "last 24 hours" countdown content for final conversion push
What actually happened
The campaign delivered 4.2M app installs (40% above target), ₹18Cr in tracked GMV, and 6.8x ROAS — making it Myntra's best-performing regional EORS to date. Malayalam creators generated the highest conversion rate at 9.2% click-to-install, validating the regional thesis.
Zapplr gave us access to regional creators we could never have found on our own. Our Kerala launch numbers beat Bombay. That never happens for us.
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