The world’s first shoppable graphic novel.
Once Upon A Road
WRITTEN BY ROADSTERS.
PHASE ONE //
Over the course of 72 hours, 621 unique authors joined in. We saw 5000+ tweets come together to create a freewheeling adventure.
We started on Twitter by launching India’s first ever people-powered road trip story.
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 worked with the Myntra tech team to create the first of its kind Shop-in-Shop experience. Clicking on any panel redirected users to the same outfit the protagonist was wearing.
We then released the same graphic novel within the Myntra app - with one small difference. The catalogue was woven into the narrative.
Thus, the world’s first shoppable graphic novel was born.
41% engagement rate.
4 times the average engagement rate.
18000 new fans & followers.
In just 15 days.
42 million relevant users reached.
Within the Myntra app, we grabbed more eyeballs than our competitors.
1.2x click-throughs than Nike’s launch collection.
1.3x clicks than other brand banners in the same slot.
54 million impressions on #OnceUponARoad
Sold the Freelander collection to our eager fans.
11.8% of brand’s revenue.
31% discovery rate for the brand through the campaign.
Among the highest for a brand through a secondary banner.
We curated a social experience that garnered fans who loved the road and stories about it.
We collaborated with our fanbase to create a story they were truly invested in.
We created thumb-stopping content within a shopping platform.
Instead of a regular fashion catalogue: