Mulmul | Designer fashion boutique Mulmul scored 3x higher engagement and 3.9 million+ Worth of items added to cart

The challenge

Like many Indian wear brands, Mulmul sees the most traffic during festive and wedding season (Oct-Feb). The brand heads were looking for a way to hold the attention of customers and guide them through their purchase journey.

"We get 1000s of new users during shaadi season, but typically they are easily distracted and browsing for inspiration. We wanted to try something new to stand out and create a memorable experience."

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Swirl solutions for Mulmul

‍Livestream shopping
One host, millions of viewers, and the most hypnotic way to create awareness.

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‍Short shoppable video
Snackable, short-form video content to fuel consideration and intent.

The game plan: Phase 1

Mulmul was planning a joyful, bright 'Shaadi ka Ghar' campaign for the wedding season, and Swirl helped to integrate these live commerce elements into their activities:

• A calendar of livestream shopping events to create hype and establish brand recall
• A series of shoppable videos to showcase their newest collections and themed videos to retain customers and increase time spent on the website

The execution: Phase 1

Mulmul leveraged live commerce to create:

• A showcase for their festive and wedding range via a series of highly engaging shoppable videos on their home page
• High engagement livestreams using Q&A sessions, styling tutorials, and more
• A new stream of sales and a high-visibility marketing tool with live commerce

The results: Phase 1

By leveraging live commerce, Mulmul increased traffic, boosted time spent on the website, and saw over 8000 unique viewers engaging with the brand through livestream shopping.

The game plan: Phase 2

After a successful tango with video commerce, Mulmul wanted to leverage the videos created with influencers and celebrity collaborations to create shoppable video content. Swirl helped integrate them as:

• A carousel of short shoppable videos featuring popular stylists and celebrities that generated buzz 
• A series of shoppable videos showcasing their bestsellers and new collection that reinforced the image of affordable, approachable luxury
• A carousel of shoppable videos to retain customers, increase time spent on the website, and establish brand recall

The execution: Phase 2

Mulmul leveraged short shoppable videos to create:

• A carousel of short shoppable videos to showcase and promote their new collections
• Show styling tips via popular influencer/celebrity collaboration videos 
• A new stream of sales and a high-visibility marketing tool with a snackable, shoppable video format

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The results: Phase 2

By leveraging short shoppable videos, Mulmul increased traffic, boosted time spent on the website, rocketed sales, and saw over 47,000 unique viewers engaging with the brand through shoppable videos.