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Using Social Media As A Takeoff Point For Campaigns
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Using Social Media As A Takeoff Point For Campaigns
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Social media played a core connecting role in ixigo's larger campaign. Here's how it was executed along with some key insights.
Transcript of Using Social Media As A Takeoff Point For Campaigns
Using Social Media As A Takeoff Point
For Campaigns
Campaign (TVC) - Patti Bandh Ke
Introduction
➢ With the launch of ixigo’s first ever TV ad, ixigo created a social media campaign to create buzz for its first big commercial using multiple social media channels such as Facebook, Twitter, YouTube etc.
➢ The strategy revolved around a concept called #PattiBandhKe demonstrating the perils of 'travelling without knowing’.
Objective of the campaign
➢ Create awareness about ixigo’s TVC launch.➢ Harping on the campaign shout by citing examples of #PattiBandhKe
travel moments, and asking people to share their blindfold travel moments.
➢ Deepen engagement with followers of ixigo.com on Social Media in a creative manner.
➢ Achieve substantial reach for ixigo.com & its new TVC.
ixigo.com on social
Key activities on social
Regular Activities-
➢ Building up the #PattiBandhKe concept – Pre launch
➢ Discussions around the perils of travelling without knowing - post launch.
➢ Integrating ixigo’s different products with the campaign shout ‘Patti Bandh Ke’ .
➢ TravelStories Original (weird laws across the globe) - connected to #PattiBandhKe – memes
Contests - #PattiBandhKe & #PattiBandhKeMoment
Activities during Ind vs Aus match -
➢ #Spotixigo
➢ NagpurWithixigo
➢ bangalorewithixigo
Pre Launch
➢ Created posts for Facebook with one liners around various problems a traveller can face if he/she travels without knowing.
➢ On Twitter, ixigo tried to strike a conversation with travellers who were facing some or the other issue during their travels. Be it room unavailability in hotels or cancelled flights.
Pre Launch
Pre Launch
Launch
Creating buzz internally
➢ Internally, all the employees of ixigo changed their display pictures on their respective social handles.
➢ This helped further in spreading the word about ixigo’s TVC.
Post Launch - Contests on Twitter
#PattiBandhKe
➢ Objective was to introduce people to the TVC.
➢ Answer the TVC related questions using #PattiBandhKe.
➢ Tweeple with quick and maximum right answers becomes the winner.
#PattiBandhKeMoments - Day 2
After creating enough awareness about the TVC on day 1, it was
time to know about some more #PattiBandhKe travel moments, from
the fans this time. Thus, #PattiBandhKeMoments followed.
Execution - #PattiBandhKeMoments
Day 2, Call to action:
➢ Tweet about the #PattiBandhKeMoments - situations - good or bad, arising due to unplanned travel.
➢ In the initial 3 hours, the most interesting and engaging tweet was picked every hour as the tweet of the hour & turned into interesting visuals.
➢ The best three tweets were then shortlisted for the final round, which involved getting maximum retweets & favourites.
➢ Tweeple with maximum engagement on the visual created by ixigo wins the contest.
➢ Bigger draw was the change in ixigo’s profile name to that of the tweeple’s with engaging tweets every hour.
#PattiBandhKeMoments
Activities during the Ind vs Aus match
➢ Daily travel updates for the host cities of the Ind vs Aus cricket match.
➢ ixigo was one of the key advertisers on TV during the match, making it quick and easy for people to spot ixigo during the match.
➢ Contests were run on FB and Twitter around spoting ixigo on TV, clicking the picture and sharing that with us.
➢ #Spotixigo was used as a hashtag for the same.
Activities during the Ind vs Aus match
Impact on Twitter
● Trending #1 in India for 3-5 hours.● Gained meaningful interaction and followers● The contest garnered 3500+ interactions in just 2 days (10 hours of the
contest)● Growth in fan base - 250+ followers increased
Trending on Twitter
Impact on Facebook
A drastic increase in engagement was seen on the days of main contest activities.
Impact on YouTube
➢ With all these activities on social, ixigo was able to create enough buzz and thus good reach for its first ever TV commercial.
➢ The video was viewed by over 500,000 people across the country.
Highlights of the social media activities
➢ Increased buzz around ixigo’s first television commercial in the online space.
➢ #PattiBandhKe & #PattiBandhKeMoment contest were Trending at #1 in India for 3-5 hours.
➢ #bangalorewithixigo trended at number 2 & 3.
➢ Gained meaningful interaction and followers.
➢ The three contests garnered 3500+ interactions.
➢ Growth in Twitter fan base - 250+
➢ ixigo created viral awareness, not using a single rupee of their traditional marketing budget!
➢ Increased buzz around ixigo’s first television commercial in the online space.➢ Demonstrated the peril of 'travelling without knowing' in a quirky & engaging
manner.
➢ Perhaps most impressive of all are the 5,00,000+ people who saw the TVC and were interested in learning more about ixigo.com, considering that a majority of this number was not aware of ixigo.com as a travel search engine.
Conclusion
