Submitted by Greenroom Now

Myntra FWD - Scarlet

Greenroom Now built an influencer marketing programme for Myntra FWD that lifted video views from 2.8M to 14.1M, a 5X increase, across one year.

4.62%engagement rate
235Kfollower count
39influencer network size
2.8Mvideo views

Case in 60 seconds

Myntra FWD competed in a fashion market Greenroom Now characterises by saturation, consumer scepticism towards inauthentic marketing, and the difficulty of scaling reach without diluting brand identity, which made straightforward awareness buying an unpromising route.

The campaign appears to turn on the reading that Gen Z audiences judge brands by how authentically they speak rather than how loudly, so a brand earns followership by adding a perspective of its own rather than echoing trends already circulating.

Greenroom Now positioned Myntra FWD as an influencer in its own right, a brand that shapes opinion and earns genuine followership, rather than a marketplace using creators only to buy awareness for a catalogue.

Greenroom Now grew the creator network from 39 to 129 influencers plus more than 100 community creators, briefed them with creative frameworks rather than fixed messaging, and ran the recurring series #FWDFinds and FWD Fit Check, shooting video at volume in urban streetscapes and city backdrops.

Greenroom Now reports video views rising from 2.8M to 14.1M, a 5X increase, follower count moving from 235K to 383K, a 62% jump, and engagement rates surging to 4.62%, which the agency describes as outperforming industry benchmarks.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gen Z audiences, described by the page as highly discerning about what brands say and how authentically they say it.
Gen Z audiences read marketing sceptically and recognise inauthenticity quickly, so a fashion brand entering the conversation risks being heard as another voice in an already crowded space rather than a perspective worth following.
The page frames fashion marketing through saturation that makes differentiation difficult and the difficulty of growing reach without losing brand identity, which is the specific bind a marketplace brand faces when it scales creator output.
Myntra FWD sought to act as a trusted ally and a personality rather than a fashion label, becoming a destination for new perspectives on fashion and, in the agency's terms, an influencer itself.
Based on the available evidence, the strategy assumes audiences trust a diverse set of mid-sized voices more readily than a single brand account, which is why the roster widened to 129 influencers and a community cohort rather than concentrating spend.

Creative & Execution System

Assets & channels

  • video

Partners

  • Greenroom Now (lead_agency)

Creator role

  • 100+ community creators
  • 129 influencers, expanded from 39

Results & Evidence

MetricValueResult type
engagement rateEngagement rates surged to 4.62% , outperforming industry benchmarks.engagement_rate
follower countFollower count exploded from 235K to 383K , a 62% jump.performance
influencer network sizeGreenroom expanded Myntra FWD's creator network from 39 to 129 influencers , with an additional 100+ community creators to drive organic reach.reach
video viewsVideo views skyrocketed from 2.8M to 14.1M , a 5X increase.video_views

Why Greenroom Now's strategy worked

  1. 1

    Briefing creators with creative frameworks rather than fixed copy holds brand consistency while preserving the individual voice that made each creator worth booking, which is what keeps the output legible as a campaign without reading as advertising.

  2. 2

    Naming recurring series such as #FWDFinds and FWD Fit Check gives an audience a reason to return rather than to encounter each post cold, so engagement accrues to the brand property rather than dispersing across individual creator feeds.

  3. 3

    Layering a paid influencer roster with a larger unpaid community cohort widens representation at a cost the roster alone could not reach, which is the mechanism Greenroom Now credits for organic reach and audience trust together.

  4. 4

    Standardising shooting conditions around repeatable urban locations appears to be how production quality survived the volume increase, because the setup cost falls once the location and format are fixed rather than negotiated per shoot.

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