Challenge

To execute an innovative “low cost high reach” capsule for travellers that builds up brand awareness and positive attitude amongst

existing and new users.

Objective

• Come up with a creative solution that is simplistic and solves an informational problem in a fun way.

• Create content that is useful and share-worthy.

• Create positive brand association which is self-propelling. • Make it compelling and a social talking point.

How We Did It

On August 27th 2014, ixigo released a 2 min 30 sec video on travel hacks. The video strikes a perfect balance between brand philosophy and usability.

Video Execution In-house Production

Cost of production, distribution and promotion - $500 •  From jewellery hacks to luggage hacks, it covers 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 (earphones/speaker agnostic).

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 Facebook’s

latest native video features. •  In an age of information overload, it is vital for businesses like ixigo to offer

content that is easy to digest. Nothing works better than a 2-3 minute video; ‘snack-able content’.

•  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

Facebook was our chosen platform, since we had an active audience base of 700,000+ fans. With this we were able to leverage our fan base for the incremental growth.

Video Results in 2 Weeks

Video reach 25.7 million

Video views 4.3 million

Video likes on Facebook 435,039

Video comments on Facebook 51,854

Shares on the video 223,132

Breaking Records - 4 Million Views

Highest Reach Recorded

What Worked For The Video

Short and crisp – With the dropping attention spans and chaotic newsfeeds, short and crisp content works well for virality. 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. It is not about the production quality but the storytelling and value users get. “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. Keep it simple and get to the point.

Video ROI - Cost vs Reach

With just over 30K INR spend ixigo was able to garner a reach equivalent to a 30 sec spot on TV on prime time/cricket. The ROI was mind blowing: just Rs 1.2 to reach 1000 viewers vs Rs 23-35 to reach a similar base on TV. It proves how videos on digital is now mainstream if done in the right manner. Create meaningful and engaging content and then distribute it intelligently.

₹ 30K

₹ 900K ₹ 1.1M

25 Million 26 Million

45 Million

Video Prime time shows on GECs IPL

Spends INR Reach (MM)

1.20

34.60

23.30

0 5 10 15 20 25 30 35

ixigo viral video

Prime time show on GECs

IPL

ROI - Cost in INR to reach 1000 users

*the above calculation is based on approx no’s found on the web and is just indicative

Engagement With Content

Fan Testimonials

Conclusion

It is important to have a great content strategy and distribution plan in place to attract new and repeat users. It is equally important to encourage existing fans to spread the word further and use them as brand advocates.