How HRX's Stronger Than Your Excuses racked up 2.5Mn Impressions

Brand 

HRX

Agency

Gozoop Online

HRX is an active apparel brand co-owned by Bollywood actor Hrithik Roshan and Exceed Entertainment, founded in 2013 .

Objective

Building a recall and connect in the minds of consumers when it comes to fitness, exercising and healthy living was the brand's primary objective. HRX also wanted to position itself as a trusted fitness adviser, guide and partner with Stronger Than Your Excuses.

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Execution

Research suggests that the majority of New Year Resolutions are related to fitness and healthy living, although by the time February arrives, most of the people give up on them citing a plethora of excuses.

HRX intended to take up the challenge to motivate people, making them stick to their resolutions, creating a step by step interactive and engaging plan with a fitness expert to make people get up and take action.

On the basis of the research, HRX planned a 3 weeks challenge as a part of the Stronger Than Your Excuses campaign, that aimed to help and motivate its followers to be stronger than their excuses.  Stronger Than Your Excuses involved Rishabh Telang, master trainer, HRX WO at cult.fit as the fitness expert who crafted every HRX workout that people had to follow.

Stronger Than Your Excuses was primarily held on Instagram and cross-promoted on Facebook and Twitter.

The campaign started with the revelation that people usually give up on their New Year resolutions by February, followed by a contest where people were asked why they give up on their fitness resolutions. The contest garnered a range of excuses – from lack of time to no expert guidance. These excuses helped HRX in planning the entire campaign further.

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With the excuses that people shared, the brand curated suitable challenges. These involved HRX workouts that were less time consuming, backed by expert guidance and could be done anywhere. The brand intended to curate a workout routine that will make people get up, take action and be stronger than the excuses they had previously shared.

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It was a 3 week activity where the participants were given 18 challenges and 3 days of rest.

Every day, a new challenge was shared on Instagram that involved a set of 3 to 4 HRX movements that were crafted by HRX Master trainer, Rishabh Telang.

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Participants had to follow those movements, shoot their video and share it with the brand on their Instagram profile by using the campaign hashtag, Stronger Than Your Excuses. Instagram stories were regularly used to push each challenge along with timely reminders.

Rishabh Telang also regularly addressed all the queries and concerns that people had in regard to the fitness routine personally, motivating the participants further.

Participants were asked to take up the challenge every day for 3 weeks and a winner was chosen for each day. In the end, three lucky winners who participated in all the 18 challenges won HRX hampers worth 10K.

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Results

HRX managed to generate an impressive number of Impressions peaking at 2.5 Million, with an overall engagement of more than 1 Million.

Racking up more than 950K Video Views across all platforms with Stronger Than Your Excuses, the brand managed to receive more than 400 Video Entries for the challenge.

With this campaign, HRX tried to stand by by the philosophy that always keeps them going – to inspire consumers and urge them to be healthy and stay fit.