Rudhira Mitra, Creative Director of Growth gives us a sneak peek into the brand new Mission Rise season 3 and we are here for it!
Acquisition and Activation are a huge part of any service-driven business, and Meesho’s business primarily caters to resellers. The Growth org at Meesho is primarily responsible for this, and they do a great job of creating front-facing communication to get potential resellers interested in Meesho, and in reassuring them about their future at Meesho.
Beyond this, Meesho, which prioritises Make Resellers Successful (one of our most important core values) over everything else, also has a branding team within Growth, which ensures that resellers feel celebrated and respected at every stage as part of their connection with the company. They host Meesho’s prestigious Mission Rise online events and are responsible for making sure resellers know their own star power.
Both Branding and Activation and Acquisition are creative teams within Growth have tackled the storm that the lockdown brought with it, and have come out the other side with ambitious ideas and grander events. Rudhira Mitra, Creative Director of Growth, who heads both the Branding team and the Activation and Acquisition team, narrates her teams’ journeys during the COVID-19 lockdown and how they came out strongly simply by putting resellers’ needs and comfort first.
Let’s hear from Rudhira:
As the creative team for the Growth org, our 12-member Activation and Acquisition team does all the marketing and front-facing communication that goes out from Meesho, targeting potential resellers on digital media. We are content writers, graphic designers, and video editors whose no. 1 priority is to bring in new resellers and inspire those who have installed the Meesho app to start using it by retargeting them on digital media and showing them the perks through creatives.
Along with this, we also work on our brand campaigns, wherein the team focuses on top-of-funnel awareness. Here we talk about how our entrepreneurs have benefitted from reselling and also run bigger campaigns on YouTube or Facebook.
Lockdown pivoting
At the beginning of the lockdown, our supplies were immediately stopped, so we, in turn, had to stop our performance marketing channels and events. That gave birth to our efforts towards going organic, in that we started to talk about broader topics like beauty hacks using ingredients from the kitchen, ways to earn from home during the lockdown, yoga exercises for your children, and more on our blogs and videos.
We also got our expert resellers like Megha Krishna to do product reviews and take part in videos such as top five products to resell on Meesho, and basically focused on creating content that would benefit the resellers when business eventually got back on track. We were constantly and deeply engaged with the community through these and it went on through April, May, and June. Towards the end of June, performance marketing opened up. And the moment it did, our focus was realigned to go full throttle towards that.
Meanwhile, the branding team took our biggest offline event — Mission Rise Women Entrepreneurial Summit — online and revamped it. I came into the picture for the revamped Mission Rise Connect in time for Season 2; the first one was completely spearheaded by my predecessor Malvika (Tegta, Director of Community).
One of the first learnings we had from the first season was that a lot of our resellers who wanted to connect with us were unable to do so, because of a language barrier.
Breaking down language barriers
We decided to host Mission Rise events in as many regional languages as possible, along with Hindi. The idea was also to create an online atmosphere that matched what we did offline by going to different cities across India and host these events. The whole idea behind Mission Rise is to celebrate our resellers, show them that their work is important, and give their family and friends the opportunity to see them as an entrepreneur. We needed to recreate those emotions online as well.
And, we have been able to do that. With Season 2, we not only introduced Mission Rise in regional languages, but we also roped in resellers to host the events as well. We have seen a virtual footfall of up to 22,000, which would have been impossible to achieve offline, for Mission Rise Connect. We are very heavy on surveys and feedback; we always use them as learnings to better ourselves. Community 2.0 has been a great place to do that.
Take notes. Do better
Ultimately, we are doing this for the reseller, and we want them to be happy, energetic, and most importantly included at the end of it. So, based on the feedback for Season 2 we will be changing the date and time of the event from Sunday afternoons to Friday evenings.
We would be bringing in a lot of local women entrepreneurs who can speak and inspire our resellers. We want to orchestrate online panel discussions, bring in more engaging games, revamp our awards distribution ceremony, bring in better awards, get speakers from Meesho leadership to share a few words about our latest offers, sales, expert tips, and so on.
Season 3 of Mission Rise Connect will be launched on Friday, August 21, and what I am most excited about, is how the visuals are going to look. We took a conscious break between Season 2 and 3 to create a look and feel inspired by the liked of Indian Idol and Dance India Dance. We are collating all the learnings from the first two seasons to create a bigger and better experience for the resellers.
Learn all about how Mission Rise became Mission Rise Connect
Do you know what Sonakshi Tiwari’s personal goals for resellers are?
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