HRX Workouts in Lockdown
‘Workouts in a Lockdown’ was HRX’s first-ever user-driven campaign where consumers became creators in the crowd-sourced brand film.
To produce HRX’s brand film that showcases the spirit of fitness and leverages the HRX virtual community during lockdown.
Create a motivating narrative film from the crowd-sourced content to capture the brand’s core philosophy of - ’Keep Going’
From pre-production to post-production, every step of the process took place remotely, following the COVID protocols.
Hrithik Sir’s narration about the journey of an athlete - the highs and lows, the perseverance and hard work, perfectly encapsulates the essence of HRX and gives a structure to their overarching theme of ‘Keep Going’.
Real users and community members were contacted to send in clips of their workout during the lockdown, which was stitched together to make a cinematic brand film.
Leveraging YouTube Shorts as a platform, the film garnered over 8.3+ million organic views.
The success of the campaign generated increased sales - an astounding record of 3000+ products sold.
The campaign also received media attention as it was covered by publications such as Brand Equity of Economic Times and Exchange for Media.
With a customer-centric approach to promotion, this UGC campaign strengthened and brought the community together - encouraging and motivating each other to ‘keep going’ despite the testing times.