How we reached26 million userson a shoestring.

story of a viral video

26 million reach

7 millions views

3.5 lakh shares

- nominated for best viral marketing campaign (India Digital Awards)- won award for marketing innovation (DMAI)

“most shared brand Facebook post in APAC in 2014”(Campaign Asia)

challenge

to execute a content strategy that catapults ixigo towards a larger reach at a low cost and builds on

its current strength.

objective

• to create an impact on the users’ travel habits.

• develop useful and share-worthy content.

• create brand awareness.

• create an effortless personal connection with fans.

• engage and acquire new fans.

• integrate brand DNA with content

how we did it

on 27th August 2014, ixigo released a 2 min 30 secs video on travel hacksstriking a perfect balance between brand promotion and usability.

video execution: in-house production

Cost of production, distribution and promotion: $500

• From jewellery hacks to luggage hacks, it covered almost everything that you’ll need to know while packing your bags smartly.

• The video was created in a way to hook a viewer in the first few seconds.• Key points are conveyed through words on the screen so that they can be

easily understood without sound. (worked well with Facebook)

why did we make a video?

• Most people prefer videos over white papers, long articles, case studies and even live demos.

• The purpose was to drive high engagement and leverage and take our chances on Facebook's native video.

• In an age of information overload, it's vital for businesses like ixigo to offer content that is easy to digest. And nothing works better than a 2-3 minute video.

• As per the annual CISCO report, by 2015, 1 million video minutes, the equivalent of 674 days--will be shared on the Internet every second.

platforms used for promotion

numbers - 1st week

Day 1 Day 2

YouTube300 views

Facebook50,000 views

numbers - 1st month

Video reach 24,666,112 25% FB userbase in India16% Interner userbase in Indiamore than population of Australia, Saudi Arabia, Sri Lanka

Video views 4,104,974

Video likes on FB 414,815

Video comments on FB 51,854

Shares on the video 223,150

numbers - 6 months

day on day increase in the video views

Days

highest reach recorded

what worked for the video

Short and crisp -- If you want something to be shared virally over the web, it has to be short. This video was a 2.3 minute, crisp guide to smart packing.

People are more likely to share something if they have a strong, positive response to it

People want raw content that feels genuine to them - People don’t want highly photoshopped/edited stuff, they want stuff that feels genuine to them. “How-to” guides work really well. The simplicity and the basic edits of the travel video did bring out the authenticity of the hacks explained.

video ROI: cost vs reach

With INR 30,000, ixigo was able to achieve a reach equivalent to that received by the brand commercials on Star Plus and other similar GECs after spending INR 9 lakh.

Brands spending INR 15 lakh or more find it difficult to get a reach of 5 million on IPL.

traditional media vs ixigo’s video

competition analysis - 2 weeks

engagement

applied learning

● Made for mobile screens: clutter free, 2-3 minutes length, formats

● Got 250k views on Facebook

● Another 250k when a famous politician shared it.

● Adding a ‘Call to Action’ button on the video got 6% CTR, app downloads jumped. (ROI)

● A user downloaded it and posted it on his Facebook page, which got another 2.4 million views!

visa free video

applied learning

hotel hacksvideo

● 15 second rule, make it compelling (3.5 million views: changed it)

● Got 850k views on facebook

● Viral on whatsapp: no way to measure, stories still come today

● Featured on popular international blogs around the world

● ‘Call to Action’ applied on the video, got 5% CTR (ROI)

applied learning

rickair - executive class in auto rickshaws

● topical content & news-jacking

● brand DNA

last words

It’s not about being creative;but about being creative consistently

Do 10 experiments; 2 will workjust like movie studios

80% of success is showing up - Woody Allen

execution is everything

thanks :)

watch more ixigo videos

YouTube: www.youtube.com/ixigorocksFacebook: www.facebook.com/ixigo/videos