BEHIND THE STORY // Roadster’s brand new collection, Freelander,had a brand new fashion catalogue to go with it. The only problem? It was competing against countless other brands within the Myntra universe itself.
The world’s first shoppable graphic novel.
// WRITTEN BY ROADSTERS.
The challenge: standing out in sameness.
THE IDEA // We noticed that our audience had a penchant for road trip stories. They loved telling us the adventures they saw on their journeys. Once Upon A Road used this to its advantage.
BEHIND THE STORY // Roadster’s brand new collection, Freelander,had a brand new fashion catalogue to go with it. The only problem? It was competing against countless other brands within the Myntra universe itself.
PHASE ONE //
We started on Twitter by launching India’s first ever people-powered road trip story.
Over the course of 72 hours, 621 unique authors joined in. We saw 5000+ tweets come together to create a freewheeling adventure.
PHASE TWO //
We didn’t end the exercise there. We turned the story into a graphic novel.
15 illustrated panels brought the adventure to life, which was released on Instagram.
PHASE THREE //
We then released the same graphic novel within the app- with one small difference. The catalogue was woven into the narrative.
Clicking on any panel redirected first of its kind Shop-in-Shop experience. We worked with the Myntra tech team to create the users to the same outfit the protagonist was wearing.
Thus, the world’s first shoppable graphic novel was born.
Impact
Engagement rate (4X than average)
41%
New Followers On Insta (In 15 Days)
18000
New Users Reached
Impressions
54 M
42 M