Categories Name : SOCIAL MEDIA

Sub-Category : Leveraging Social Media to boost brand ROI and engagement

Entry Name (Campaign) : Goibibo Merch- It's Ridiculously Practical

Results

With the launch of a very practical range of merchandise- Goibibo Merch, we attempted to solve some ridiculous but very relatable travel problems.
Our objective was simple, we wanted to drive buzz & consumer conversations on social media for Goibibo.
We produced two films with The Great Khali & stand-up comedian Aakash Gupta. The films went viral on the internet with 33Mn+ impressions and were shared by thousands. The humor, quirkiness & innovation of our messaging dialed up this campaign’s comprehension, intention to book & enjoyability score to 70%; all above industry norms Moments from our films were picked up by the meme community and we loved being the center of all jokes! 500+ memes were created around our campaign which engaged 2Mn+ audiences and reached over 48Mn+ people on Instagram and Twitter.

What if we told you that 150+ influencers posted about our Merchandise for FREE! Amazing right? We sent PR packages to some influencers and 80% of them ended up talking about it on their social media handles because they loved the concept of the Goibibo merch that much!
We had organic content going for us on Instagram, LinkedIn, and even YouTube.

We got featured in 150+ media articles including new-age media platforms like Pinkvilla, ScoopWhoop, PopXO, and RVCJ. We also got featured on marketing pages like MOM, Social Samosa, and Marketing Minds across their social platforms.
We launched multiple contests for our community to win the limited-edition MERCH for FREE! We received an overwhelming response, hundreds of consumers participated & won in our quirky contests.

Overall, the campaign garnered 180 Mn+ IMPRESSIONS with a total Engaged Audience of 7.5 Mn+, of which a 1.5 Mn+ base actively engaged with our campaign (mentions, comments & shares).