The document describes a marketing campaign conducted by Myntra to promote their newly launched HRX brand. The campaign involved an online quiz about Hrithik Roshan and the HRX merchandise. Participants could access the quiz from any device and answer questions to test their fashion knowledge. The campaign was optimized for multiple devices and platforms. It was highly successful in driving brand awareness and engagement, receiving 40,000 responses which was 7 times more than previous Myntra campaigns. Users spent a total of 660 hours on the quiz over 10 days without any paid marketing.

1. Success Story
Myntra HRX
How Myntra created 7 times more participation than
previous campaigns

2. Objective
Increase awareness for the newly launched Brand
Maximize campaign reach
Bring out the brand’s positioning to the target audience

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. Execution
How the campaign worked on Desktop and Smartphones?
Cross-Channel Reach
Digital Technologies Used

5. Landing page
Participants could start
playing the quiz by
simply clicking the ‘Enter’
button on the campaign
landing page.

6. Quiz
Questions
Participants answered
multiple choice based
quiz questions related
to the HRX brand.

7. Type of
Questions
Subsequent questions
were both audio and
video based.

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. Lead
Generation
Lead Generation form
was placed at the end
with the option to play
again to beat own or
other’s score.

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. Digital Technologies used

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. Results

14. Brand
Awareness
The Campaign got
40,000
Responses

15. Myntra gained 7 times more participation
than their previous campaigns built using
Facebook apps.
Campaign
Reach

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. Zero paid Marketing

18. Thank You