social media case study: ixigo.com
DESCRIPTION
We wanted to make the word ‘iXiGO’ synonymous with the word ‘Travel’ through the duration of the contest to create indelible brand associations.TRANSCRIPT
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
[email protected], [email protected]
AdHog Interactives
www.adhog.in