Meesho's Soumitra Choubey: Witnessing a surge of Gen Z users under 25 joining the platform
Soumitra Choubey, Associate Director - Brand Marketing, Meesho sheds light on the inspiration behind the Meesho Trendz campaign and further delves into the importance of Gen Z as a core demographic, explores the strategic role of digital media investments, and more.
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Meesho has unveiled the latest edition of its Meesho Trendz campaign with fashion influencer Nancy Tyagi. This campaign which caters specifically to the sensibilities of Gen Z consumers. "This audience segment, known for their emphasis on self-expression through fashion, aligns perfectly with Meesho's core brand identity. For several years now, Meesho has strategically leveraged creative content as a cornerstone of its brand strategy, says Soumitra Choubey, Associate Director - Brand Marketing, Meesho.
Meesho's creative vision for campaigns thrives on a multi-agency approach. The ecomm brand partners with established players like DDB Mudra and specialists like Moonshot Creatives, but also also relies on its internal creative team.
In a conversation with Storyboard18, Soumitra Choubey, Associate Director - Brand Marketing, Meesho sheds light on the inspiration behind the Meesho Trendz campaign and further delves into the importance of Gen Z as a core demographic, explores the strategic role of digital media investments, and more.
Edited excerpts:
Could you elaborate on the broader goals of the Meesho Trendz campaign and the rationale behind selecting Nancy Tyagi as a key collaborator?
Meesho Trendz caters specifically to the sensibilities of Gen Z consumers. This audience segment, known for their emphasis on self-expression through fashion, aligns perfectly with Meesho's core brand identity. For several years now, Meesho has strategically leveraged creative content as a cornerstone of its brand strategy.
Understanding Gen Z's perspective is paramount. This demographic, comprised largely of college students and young professionals, craves the ability to showcase their individuality through style. However, this desire is balanced with a focus on fiscal responsibility. Meesho Trends addresses this by catering to their fashion aspirations while ensuring affordability.
This focus on creative content led us to explore the idea of a content creator ecosystem for the campaign. Nancy exemplifies this concept perfectly. A pioneer in the Meesho Mall Creator program, she has been creating engaging Meesho Mall content on YouTube for years. Her channel serves as an archive, showcasing her ability to identify trends and translate them into successful content.
Our year-long collaboration with Nancy signifies a successful partnership. We view her as a natural fit to inspire the next generation of Gen Z creators. This event serves as a platform to celebrate her achievements, learn from her expertise, and ignite a spark of creativity within the Gen Z community.
What significance does Gen Z hold as a target audience for Meesho?
Meesho views Gen Z as its core audience for future growth. We're witnessing a surge of Gen Z users under 25 joining the platform. This demographic, entering their college years or embarking on their first careers, is highly fashion-conscious and self-expressive. Authenticity is paramount to them. They possess a strong sense of self-confidence and freely express their individuality, unburdened by judgment. Importantly, they seek value alongside this self-expression. This convergence of style, authenticity, and affordability creates a perfect fit for Meesho.
To gain a deeper understanding of the Meesho Trends campaign, could you provide an overview of its key mechanics?
The Meesho Trends campaign was a strategically executed initiative aimed at establishing Meesho as a leading platform for Gen Z fashion. It unfolded in three distinct phases:
The campaign kicked off in January with a focu