New endorsers on the block

SNAPDEAL'S MOVE TO TURN EMPLOYEES INTO CONTENT CREATORS HAS HELPED IT CUT BOTH COST AND TIME

- CHRISTINA MONIZ

AHEAD OF THE festive season this year, value e-commerce marketplace Snapdeal surprised its customers with a rap video, written and performed by one of its employees.

The video was its first step towards integrating employee generated content into the brand’s marketing playbook. Since then, the company has worked with its employees to create in-house fashion shows for its flagship Bharat Swagotsav Sale and everyday reels for social media.

The idea was to not put all its eggs in one basket. That is, not rely completely on external content creators and influencers.

“When we looked inwards, we realised that our teams reflect the very diversity of our customers across cities, languages and styles. Our team members are not just marketers but also real users of value fashion,” says Achint Setia, CEO, Snapdeal. The company has over 60 such employees-turned-creators across functions from buyers and category managers to data analysts and customer service teams.

Fashion and lifestyle are a major focus for the brand, with over 90% of its business coming from these segments, largely from tier-II, tier-III markets and beyond. With fashion seeing its growth triple year-on-year on Snapdeal, it is only logical that the brand is bullish on the category.