Myntra HRX Launch Campaign

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Myntra HRX Launch Campaign

  1. 1. Success Story Myntra HRX How Myntra created 7 times more participation than previous campaigns
  2. 2. Objective Increase awareness for the newly launched Brand Maximize campaign reach Bring out the brand’s positioning to the target audience
  3. 3. 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.
  4. 4. Execution How the campaign worked on Desktop and Smartphones? Cross-Channel Reach Digital Technologies Used
  5. 5. Landing page Participants could start playing the quiz by simply clicking the ‘Enter’ button on the campaign landing page.
  6. 6. Quiz Questions Participants answered multiple choice based quiz questions related to the HRX brand.
  7. 7. Type of Questions Subsequent questions were both audio and video based.
  8. 8. 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.
  9. 9. Lead Generation Lead Generation form was placed at the end with the option to play again to beat own or other’s score.
  10. 10. 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.
  11. 11. Digital Technologies used
  12. 12. Multi Screen The agency used its proprietary platform for optimizing the campaign for all devices. The technologies used were HTML5, CSS3, Bootstrap, and Ruby
  13. 13. Results
  14. 14. Brand Awareness The Campaign got 40,000 Responses
  15. 15. Myntra gained 7 times more participation than their previous campaigns built using Facebook apps. Campaign Reach
  16. 16. Users spent a total of 660 hours in 10 days. The average time spent by a user was 9 minutes Total Time Spent
  17. 17. Zero paid Marketing
  18. 18. Thank You

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