MakeMyTrip – A Video Marketing Case Study - #ARM Worldwide

MakeMyTrip – A Video Marketing Case Study

Challenge

India’s online travel and tourism is a growing market and expected to reach US$ 280.5 billion by 2026. Tourism is also a potentially large employment generator besides being a significant source of foreign exchange for the country. MakeMyTrip is one giant fish in that business domain. MakeMyTrip propelled two videos showcasing life at MMT and calling potential candidates for careers at MMT. Our main challenge was to generate a positive share of voice and do video amplification & engagement.

Strategy

The strategy was to start by creating a buzz on Twitter by getting in collaboration with influencers and using their account to spread awareness about the hashtags #ExperienceMMTCareer and #LifeofMMTtechie. We planned to target tech bloggers and tech enthusiasts by getting in association with Techprone. Promotion of video through Twitter by using the hashtags and video links and getting influencers to blog and engender responsiveness about it.

Execution

IN INFOGRAPHIC

  • Brand owned Content promotion
  • Association with Techprone and tech bloggers
  • Content promoted on Twitter and facebook

Video was promoted on Twitter and Facebook by using MMT’s account and Techprone’s page which in turn engrossed lot of tech bloggers and tech enthusiast’s and buzz around #ExperienceMMTCareer and #LifeofMMTtechie was created.

Results

  • 29Mn + impressions on Twitter
  • Total engagement of 43,749 on YouTube
  • 9600+ engagement on Twitter.

Both hashtags were trending on Twitter on almost all 5 days.

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