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Case Research: How influencer marketing campaign engaged customers and tried to re-define #FutureOfTravel influencer engagement marketing campaign leveraged 5 influencers on social media to outline the way forward for journey within the COVID-19 impacted world and drive conversations round hope and optimism.

This case examine explores how the influencer marketing campaign on social media engaged customers to succeed in over 6 Cr+ folks by means of digital portals. The initiative was geared toward instilling religion when influencers shared their doable journey objectives for 2021.

Class Introduction

India is essentially the most digitally superior traveler nation when it comes to digital instruments for planning, reserving, and experiencing a journey, as per IBEF. India’s rising center class and growing disposable earnings have supported the expansion of home and outbound tourism.

The Indian tourism and hospitality business has emerged as one of many key drivers of development in India’s providers sector. Tourism in India has important potential contemplating the wealthy cultural and historic heritage, selection in ecology, terrains, and locations of pure magnificence unfold throughout the nation. Journey and tourism are additionally a probably massive employment generator apart from being a big overseas alternate supply for the nation. In FY20, as per IBEF, 39 million jobs had been created within the tourism sector in India; this accounted for 8.0% of the entire employment within the nation. The quantity is anticipated to rise by 2% every year to 52.3 million jobs by 2028.

Model Introduction

A part of Reserving Holdings Inc. (NASDAQ: BKNG),’s mission is to make it simpler for everybody to expertise the world. By investing within the know-how that helps take the friction out of journey, seamlessly makes an attempt to attach tens of millions of vacationers with memorable experiences, a spread of transportation choices, and locations to remain – from properties to lodges and extra.

As one of many world’s largest journey marketplaces for each established manufacturers and entrepreneurs of all sizes, allows properties everywhere in the world to succeed in a world viewers and develop their companies. The platform is accessible in 44 languages and provides greater than 28 million whole reported lodging listings, together with greater than 6.5 million listings of properties, residences, and different locations to remain. Regardless of the place you need to go or what you need to do, makes it straightforward and backs all of it up with 24/7 buyer help.


Journey was one of the vital impacted industries by COVID-19. The yr 2020 put a pause on journey, and whereas folks have began touring to closer-to-home locations, journey conduct and priorities have advanced. From touring solo to occurring highway journeys or planning fast weekend getaways to exploring the house nation, wished to know what vacationers are trying ahead to doing in 2021.

‘What, in line with Indian vacationers, is the #FutureOfTravel?’ is the patron sentiment was what the model marketing campaign wished to uncover by means of an influencer outreach initiative.

Downside Assertion/Goal

The target was to reinstate the significance of journey, and talk how one’s expertise of 2020 has an impression on their journey objectives in 2021 by means of the influencer engagement marketing campaign.

Temporary appeared to drive a marketing campaign to set off conversations on the advanced journey conduct, constructing on their experiences in 2020. Their purpose was to spotlight the redefined which means of journey in 2021 and extra importantly, emphasize the worth of journey in folks’s lives. With that in thoughts, the duty at hand was to get folks to speak about what their journeys in 2021 will likely be like – those that can encourage, those that can rediscover India, and those that can make a distinction.

Artistic Thought

  • Interact with influencers from completely different walks of life to set 2021 journey objectives, aligned with how they see their #FutureOfTravel
  • Every influencer was to spotlight how journey performs a key position of their life and one journey purpose they’ve set for themselves in 2021 foundation their learnings from 2020
  • To drive engagement for the marketing campaign by inviting followers to share their 2021 Journey Objectives, tagging @bookingcom and the influencer’s handles
  • To gratify some followers sharing their journey objectives with present playing cards that can be utilized to comprehend their journey objectives in 2021 when it’s protected to take action


One of many technical points was a number of the contributors holding their Instagram accounts non-public, which prompted some challenges for the marketing campaign.

Execution partnered with 5 influencers to publish a picture of themselves that intently resonated with their journey purpose of how they plan to journey in 2021 utilizing the hashtag #FutureOfTravel and tagging on Instagram. These influencers included Rohit Saraf, Sanaya Irani, Ridhima Kapoor Sahani, and journey influencers Shramona Poddar and Ankita Rai.

Additionally learn: Case Study: How Nutella India engagement campaign leveraged personalization to reach millions on World Nutella day

Weekend getaways, solo journey, household journey, sustainable journey, and native journey had been the themes lined by every of the influencers respectively.

As part of the engagement marketing campaign, the influencers invited their followers to publish a picture of themselves, tagging their two favorite journey buddies, and caption it with their 2021 Journey Objective, utilizing #FutureOfTravel and tagging @bookingcom and the influencer.

One winner per influencer was to win a present card to stay their journey objectives in 2021. This present card was a co-branded debit card with a neighborhood Indian financial institution which the winner can use to ebook a keep at

The influencer marketing campaign additionally engaged with the press to spotlight the 2021 journey objectives of the influencers, thereby touchdown the message of the marketing campaign past social media.



  • 6cr (60 mn) folks reached by means of digital portals
  • 50 lacs (5mn) folks reached by means of social media, with 4 lacs (462K) engagements*
  • 30+ entries obtained by means of the competition


  • The marketing campaign was profitable in assembly its goals of stirring conversations on the refined which means of journey post-pandemic and positioning as a platform of selection by means of influencer posts
  • Key message themes had been efficiently highlighted by means of the marketing campaign, together with sustainable journey and again to journey
  • Sturdy influencer partnerships resulted in further deliverables (tales) by means of the 2 journey influencers, maximising ROI
  • engaged with contestants of the marketing campaign by commenting on their posts, thereby boosting the morale of the contributors, leading to a two-way engagement between customers and the model

“Journey is an integral a part of our lives and holds completely different meanings for various vacationers – be it experiencing cultures, meals or be within the firm of nature and at peace with oneself at a picturesque vacation spot. Whereas 2020 was a breakthrough yr for journey, it gave everybody the time and alternative to introspect their priorities. We consider that the #FutureOfTravel marketing campaign has given vacationers a chance to re-prioritize their journey objectives as studying from the pandemic. It’s nice to see vacationers desirous to make a considerable distinction going ahead and speaking about their journey objectives in 2021 by means of our marketing campaign, and continues to stay dedicated to make it simpler for everybody to expertise the world, as it’s protected to take action once more,” stated, Ritu Mehrotra, Regional Supervisor, South Asia,

Factors to notice:

*indicative of duplication in followers as effectively

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