Myntra HRX Launch Campaign
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Transcript of Myntra HRX Launch Campaign
Success Story
Myntra HRX
How Myntra created 7 times more participation than
previous campaigns
Objective
Increase awareness for the newly launched Brand
Maximize campaign reach
Bring out the brand’s positioning to the target audience
Solution
Launch a quiz around Hrithik and the HRX brand merchandise.
The quiz to match participant’s fashion IQ with Hrithik’s.
The campaign could be launched from any device (phone, tablet or
desktop) using the campaign URL.
Consumers play the quiz related to HRX which is both informative and
engaging.
Execution
How the campaign worked on Desktop and Smartphones?
Cross-Channel Reach
Digital Technologies Used
Landing page
Participants could start
playing the quiz by
simply clicking the ‘Enter’
button on the campaign
landing page.
Quiz
Questions
Participants answered
multiple choice based
quiz questions related
to the HRX brand.
Type of
Questions
Subsequent questions
were both audio and
video based.
Leadership
Board
At the end of the quiz, the
score and time taken by
the participant were
displayed along with a
leadership board and
options to collect more
points encouraging
sharing the scores.
Lead
Generation
Lead Generation form
was placed at the end
with the option to play
again to beat own or
other’s score.
Cross-Channel Reach
Since the campaign was optimized for all devices, participants could be reached
through all channels such as e-mailers, social, mobile ads etc.
Digital Technologies used
Multi Screen
The agency used its
proprietary platform for
optimizing the
campaign for all
devices.
The technologies used
were HTML5, CSS3,
Bootstrap, and Ruby
Results
Brand
Awareness
The Campaign got
40,000
Responses
Myntra gained 7 times more participation
than their previous campaigns built using
Facebook apps.
Campaign
Reach
Users spent a total of 660 hours in 10
days.
The average time spent by a user was 9 minutes
Total Time
Spent
Zero paid Marketing
Thank You