social media case study: ixigo.com

What is

iXiGO.com.com is India’s leading travel planning and search website.

iXiGO.com.com’s vision is to simplify the life of travellers through

innovative travel products for Internet & Mobile. The website searches,

aggregates and curates travel information across hundreds of travel

sites and allows travellers to access relevant information on tourist

destinations, places to visit, things to do, modes of transport, driving

directions, hotels, restaurants, weather and more.

ran a very interactive Contest on

Pinterest between 23rd Jan- 27th Jan

2013.

Objectives:

• Deepen engagement with followers of iXiGO.com on

Pinterest in a creative manner

• Achieve substantial reach for the brand

• To drive traffic to the iXiGO.com.com website

• To be perceived as a brand that cares about its Target

Audience’s travel wishes

• Pinterest has served as an excellent platform

to accelerate iXiGO.com.com’s social media

efforts

• iXiGO.com has a strong network of travel

enthusiasts and travel photographers and

actively interacts with them on Pinterest

Head here: pinterest.com/iXiGO.com

Why a Pinterest Contest?

Contest Hashtag:

#MustiXiGO

We wanted to make iXiGO.com synonymous with the word ‘Travel’ through the duration

of the contest to create indelible brand associations.

The Contest

• Contest Duration: 23rd Jan – 27th Jan

• Where? iXiGO.com’s Community Pinboard ‘Amazing Places

(World)

• Call to Action: Pin images of all the places you must visit

in your lifetime on our Amazing Places (World) Pinboard

AND tell us why you want to go there. Also, repin all the

images from the #MustiXiGO Pinboard

Execution

• The contest was run on the most popular pinboard Amazing Places (World)

• Teaser Posts on Facebook, Twitter and Pinterest starting 20th Jan

• Call to Action was pinned at least 3 times each day to keep the interaction going

• Interacted with all the participants and appreciated their efforts

• Announced Bonus Activities at the peak participation time

• Announced winners on 28th Jan

We announced a Bonus Activity every day during the peak contest participation time.

Objective: To increase participation and engagement + creating strong brand

associations with Travel

#MustiXiGO Bonus Activities

The

Prizes

Phenomenal Participation:

423 High Quality Travel centric Pins were submitted for the #MustiXiGO Contest

Parameters Baseline Day 1 Day 2 Day 3 Day 4 Day 5 Total

Number of

Contest pins

- 87 55 85 97 99 423

Followers of

iXiGO.com.com

283 310 330 347 365 374 374

Followers of

Amazing Places

(World)

175 213 245 264 289 300 300

Number of

repins from

#MustiXiGO

- 5 6 10 15 19 55

#MustiXiGO by the numbers

Analytics (via pinpuff.com)

Your Pinfluence Score is 52.16

-Activity Score: 80

Great! You are very active on Pinterest - perfect choice for Brands on Pinterest.

- Virality Score: 84

Your Pinterest profile is an asset for any brand. Keep creating the amazing content.

Board Followers Pins Repins Likes

Amazing places

(World) by

iXiGO.com.com

300 955 1734 490

#MustiXiGO 146 9 55 5

Increase in Number of

Followers of the iXiGO.com.com brand Pinterest

page: 92 followers in a

span of 5 days

Increase in Number of

Followers and incredible levels

of interaction on Amazing Places

(World) Community

pinboard

127 followers added to

Amazing Places (World) in a

span of 5 days

Gained meaningful

interaction and followers in Pinterest

influencers from India

Results

Feedback from Participants

Conclusion

• A strong brand association has been created for iXiGO.com

on Pinterest

• Pinterest followers were successfully engaged in an

interesting travel contest

• The contest was all about the travel dreams and wishes of

the participants and started a real conversation between

the users and the brand

"iXiGO has always believed in social media as a platform to reach out to

interested consumers and strike a meaningful dialogue. We have embraced its

power right from our inception and that is the reason why 'Social' for iXiGO has

been a strength and is even integrated in our core product offerings.

Considering that travel innately is a social activity, we constantly aim to reach out

to our target audience in the most innovative and creative ways, through the use

of social touchpoints.” -Saurabh Srivastava, VP - Marketing & Product Strategy

iXiGO.com

Contact:

Kshitij Rihal/ Nitisha Pande

Co-Founders

kshitij@adhog.in, nitisha@adhog.in

AdHog Interactives

www.adhog.in