In – Depth Marketing Case Study of HRX [Analysis + Campaign Ideas]

About HRX

• Founded in 2012 by Bollywood actor Hrithik Roshan and Exceed Entertainment, a leading sports and entertainment company in India.
• The brand was created to provide innovative, stylish, and high-quality products that cater to the modern, active individual.
• Products include apparel, footwear, accessories, and technology, all of which are designed with the active, stylish individual in mind.
• Committed to sustainability and social responsibility by using eco-friendly materials and implementing various initiatives that reduce their carbon footprint
• HRX is constantly striving to make a positive impact on the world.

Research & Analysis

Having worked together twice before, the team had developed a deep understanding of each other’s way of working. We are aware of each other’s strengths, weaknesses, communication styles, and work preferences, which has enabled us to collaborate more effectively and efficiently.

This understanding has also allowed us to delegate tasks more effectively, provide constructive feedback, and support each other when required. This familiarity has been an asset in the live project, given the time constraints and the need to work collaboratively and productively. Our collective experience, coupled with our understanding of each other’s way of working, has enabled us to deliver outstanding results for the client.

Dividing the work among the team members based on our strengths was crucial to the success of the live project, especially given that time was a significant constraint, and we were all busy traveling during the project’s duration. To overcome this challenge, we leveraged technology to keep each other updated on our tasks, progress, and roadblocks. We also scheduled regular virtual team meetings to discuss our progress and address any issues or challenges.

Despite the constraints, we were able to work collaboratively and improvise on each other’s tasks when necessary.

The following was the research and analysis we conducted for the Live Project:

• Conducted a thorough analysis of HRX’s current marketing strategies.
• Evaluated HRX’s brand identity, value proposition, and positioning in the market.
• Conducted a SWOT analysis to identify HRX’s strengths, weaknesses, opportunities, and threats.
• Examined HRX’s website and social media channels to assess the effectiveness of its online presence.
• Analyzed HRX’s customer demographics, behavior, and preferences to gain insights into their target audience.
• Conducted a competitive analysis to understand the brand’s position in the market relative to its competitors.
• Identified areas for improvement and provided recommendations to enhance HRX’s marketing strategies and online presence.
• Planned a social media campaign to generate user-generated content and increase brand awareness and engagement.

Target Audience

The target audience of the HRX brand is mainly the youth demographic, specifically those interested in fitness, wellness, and an active lifestyle. The brand aims to inspire its audience to be their best selves and encourages them to embrace fitness as a way of life.

Social Media Strategy

The social media strategy of HRX is centered around creating engaging content that resonates with its target audience. The brand’s social media platforms feature inspirational stories, fitness challenges, and motivational quotes that encourage its audience to lead an active lifestyle.

Competitor Analysis

HRX’s main competitors in the market are Puma and Alcis. A recent competitor analysis revealed that while Puma has a broader target audience and a more significant market share, Alcis has a relatively similar target audience to HRX and focuses on affordable, high-quality activewear.

Impactful Campaign

Identifying and building an authentic, cross-cultural fitness community that works together to realize the brand’s core purpose — ‘inspire a billion people to be the best version of themselves.’

#TurnitUp

#TurnItUpwithHrx

#WorkoutFromhome

Objective

Hrx created a campaign utilizing its digital community to demonstrate the dream of a fitter India, prior to the launch of a new line of audio products, in order to drive the dream of a fitter India.

Vision

In tune with the brand tag, right from the get-go, the brand urged the viewers to #TURNITUP. The insight for the campaign was – the assumption was that lockdown crippled a large population from actually pursuing the idea of fitness but they knew that nothing would stop fitness enthusiasts on their journey.

Result Of Campaign

By leveraging HRX’s community to create a user-generated REEL challenge that organically received 6 lakh+ views from 5 videos created in-house and received 316 entries from the brand community that went on to generate sales of over 3,000 audio products.

Strategies/Solutions/Suggestions

Campaign Idea: The campaign will focus on the idea of inspiring and spreading positivity through sharing stories of those who have made a difference in people’s lives. The campaign will encourage people to share stories of those who have inspired them, either knowingly or unknowingly, and how they have made a positive impact on their lives.

Cataloging the beat of humanity, a few unsaid stories are not only jaw-dropping but also inspiring. We hoped to reach out a hand to those who never gave up, to envelop those in a warm hug who wanted to share their happiness, to walk shoulder to shoulder with those rebels with a cause and to just… listen.

The campaign could encourage customers to share their own positive stories and messages, using a designated hashtag.

Additionally, a few participants in our campaign will be surprised by a hamper of appreciation from HRX.

Target Audience: The campaign targets people of all ages who are passionate about inspiring others and spreading positivity. The target audience is mainly individuals who are active on social media and are looking for ways to make a positive impact on the world.

Campaign Execution: The campaign will be executed through various channels, including social media, influencer marketing, and events.

Social Media: The campaign will have a strong social media presence, with a focus on user-generated content. People will be encouraged to share the stories of those who have inspired them on social media, using the hashtag #HRXInspires. The best stories will be featured on HRX’s social media channels.

Influencer Marketing: The campaign will feature influencers who are passionate about inspiring and spreading positivity. These influencers will share their own stories of those who have inspired them and encourage their followers to share their stories as well. The influencers will also participate in events and brand activations to promote the campaign.

Campaign Outcome: The campaign is expected to inspire people to share stories of those who have made a positive impact on their lives, either knowingly or unknowingly, and spread positivity. The campaign will help to establish a strong emotional connection with the target audience and build brand loyalty. The campaign is expected to increase brand awareness and position HRX as a brand that is committed to inspiring and spreading positivity.

The team has implemented a comprehensive digital marketing strategy for the HRX brand, which includes various aspects of online marketing such as SEO, SMM, Google Ads, remarketing, and social media strategy. Here’s a brief overview of each of these components:

SEO: The team has conducted extensive keyword research and on-page optimization to improve the website’s search engine visibility. The team has optimized meta tags, headings, images, and content to improve the website’s rankings on search engines.

SMM: The team has created engaging content for social media platforms, including Facebook, Twitter, and Instagram, to increase brand awareness and engagement with the target audience. The team has also employed social listening to track brand mentions and user feedback to identify areas for improvement.

Google Ads: The team has created Google Ads campaigns to increase the brand’s visibility in search engine results pages. The team has conducted keyword research, created ad copy, and monitored campaigns to optimize conversions.

Remarketing: The team has implemented remarketing campaigns to target users who have interacted with the brand but did not convert. The team has created personalized ad copies and landing pages to re-engage users and encourage them to take action.

Social media strategy: The team has developed a social media strategy that focuses on creating engaging content and building a community around the brand. The team has created a content calendar, identified key performance indicators, and tracked metrics to measure the success of the strategy. The team has also leveraged user-generated content and influencer marketing to increase brand awareness and engagement.

Finally, the team has implemented a comprehensive digital marketing strategy that includes various components of online marketing to increase the HRX brand’s visibility, engagement, and conversions. The team has employed a data-driven approach to measure the success of the strategy and make data-informed decisions to optimize campaigns for better results.

360 Degree Marketing Ideas

Gamification of Fitness

A mobile app that gamifies fitness, featuring progress tracking, rewards, and challenges.

Outdoor Media

Photos of UGC participants and QR code to redirect to the website campaign page on hoardings.

Tv Ads

TV commercials featuring inspiring stories from UGC.

Animated UGC Characters

Inspirational animated characters created by UGC to motivate during fitness regime.

Collaborations and Partnerships

Joint marketing campaigns with fitness studios, gyms, and other fitness-related brands.

Blog

A page on the website displaying the campaign stories.