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Expedia India

#VacationOnMyMindTwitter Campaign Report

Conversation Driver

Post the ’Vacation Deprivation’ survey , optimizing on the ‘Christmas – New Year element, we

launched a contest in December . In this campaign we asked the vacation deprived people to

’Take A Break’ by winning a free hotel stay! We used Twitter platform and engage d with fans,

building up conversations around contest hashtag and contest questions.

Objective

#VacationOnMyMind

We took a different approach of interacting with the fans, challenging them for their love of

travel and quizzing them on their knowledge of famous touristy and not-so-common

destinations in India.

We conveyed messages and asked questions through pictures and placards. We arranged

for models to hold placards with questions, where their attire served as clues. The

participants had to tweet their answers using #VacationOnMyMind.

Execution

Overall Engagement

#VacationOnMyMind Reach

The hashtag #VacationOnMyMind received maximum reach (with the help of paid push as well) during the

contest. It peaked during the first few questions when the participation was maximum. There was a break in

between and then the engagement picked up again for the last question.

#VacationOnMyMind Engagement Organic Impressions

Paid Impressions

We got maximum participation through mobile-users, followed by desktop users. The popular users of the

contest hashtag (besides the brand) are the participants who are also the selected winners of the contest.

#VacationOnMyMind – Active Platforms and Popular Authors

…were influencers in their own network. Opinionated, loves to travel, take part in conversations and have good

number of followers.

Some followers we got…

ORGANIC RESULTS

Contest: #VacationOnMyMind

Date: 21st December 2014 –10thJanuary 2015

The hashtag #VacationOnMyMind was tweeted 2,648 times during and after the contest. A total of 772 authors took part

in the contest and generated 55,681 impressions organically in a span of 20 days (maximum generated during the first

phase of the contest).

Our reach was also high throughout the contest and we reached 1,496,849 Twitter profiles in the duration.

Re-Tweets – 439

Replies – 834

Favourites - 260

#VacationOnMyMind – Snapshots of some participant feedback

PAID MEDIA

We used the tweet having contest rules for promotedaccounts so that users get encouraged to follow thebrand

Following targeting parameters were applied:

People interested in travel

People who act as influencers in their network and havelarge following

• Promoted account

• Results

Promoted Followers CampaignImpressions Followers Clicks Retweets Cost per follower

237551 2872 905 15 $ 0.65

Promoted account campaign got impressions ofmore than 2 lacs with a followers rate 1.21%

Close to 2900 followers were added

In terms of engagement, more than 900 clicksand 15 retweets happened

• Recommendations

If the objective of any future campaign is to addmore followers to the account, Expedia should usethe promoted accounts

Using an image in the tweet works comparativelybetter

During the promoted account campaign,following users manually also works

14 tweets were posted on 7 days as part of the overallcampaign. All posts pointed towards a different location

For the initial push, more budget was allocated to theinitial few tweets

Again Interest based and influencers’ targeting wasfollowed to reach out to the relevantTG

• Promoted tweets

• Results

Promoted tweets campaign got overallimpressions of more than 4.6 lacs with anengagement rate of more than 3%

More than 180 followers were added

In terms of engagement, more than 12,700 clicksand 185 retweets happened

Promoted Tweets CampaignImpressions Followers Clicks Retweets Engagements Engagement Rate

464544 181 12764 185 14745 3.17%

• Recommendations

Using an image with a call to action in the tweetworks comparatively better

For upcoming Expedia tactical campaigns, it isrecommended to use the promoted tweet featurewith an exciting deal

Twitter cards like lead generation can be used toincrease leads database. The same is a part ofpromoted tweet ad format

• Posts that got low cost per engagement (CPE)

http://goo.gl/iwEp9W CPE: $0.17 http://goo.gl/cAqEk1 CPE: $0.12 http://goo.gl/EijBPt CPE: $0.18

• Media campaign top-lines

Proposed Plan Campaign Toplines

Publisher Ad-Placement Ad-Type Proposed Inventory Type of DealEstimated Rate

(INR)

Net media

costEngagements Followers

Total

spent ($)

Budget

left ($)

TwitterROS [Interest based

targeting]

Promoted tweet 5150 engagements Cost per

engagement₹ 40 ₹ 366,000 11,181 3048 5091 4909

Promoted

account3100 followers

Cost per

follower₹ 40 ₹ 244,000

• Basis our optimizations, we got more than double the engagements within the same budget

• The total number of impressions generated through Paid Media were 5,42,856

• For some of our tweets/posts, we got a cost per engagement as low as $0.12

• Total no. of retweets, clicks and favorites received were – 162, 12116 and 331 respectively

We strongly suggest to do Paid Promotion in terms of ‘Promoted Accounts’ for future campaigns in order to gain more followers.

And ‘Promoted Tweets’ are advisable for sorter campaigns and contests to gain maximum participation.

Verdict

Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)Client Logo

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