Advertising
Digital & Social Media
Social > Influencer Marketing
ADVERTISING - Digital & Social Media (Social > Influencer Marketing)
JPG
MP4
1m:59s
Tested By Fans
Brand: MakeMyTrip
Client: MakeMyTrip
Entrant: Enormous
The First List
Entry Title: | Tested By Fans |
---|---|
Brand: | MakeMyTrip |
Client: | MakeMyTrip |
Entrant Company: | Enormous |
Description: | If you think Homestays, you think of Airbnb. A global presence & the heft of a $100 billion-valuation was hard to beat for a miniscule-player like MakeMyTrip, who had moved from being a travel-aggregator to introducing Homestays. Capitalizing on the much-awaited World Cup, MakeMyTrip dug deep into the ethos of sports and found a niche- the traveling-band of superfans, sports-fanatics enough to book hospital-beds in the crunch for hotel-rooms. Our objective was two-fold–to promote awareness of the experience of MMT Homestays & Villas in the lens of the sports season; & get consumers to engage with MakeMyTrip in real-time during a high-decibel advertising season Leveraging this superfan-to-fan relationship, MakeMyTrip invited the world's most passionate cricket-superfans (Sudhir Chaudhary,Saravanan Hari,Sugumar,Gayan Senanayaka,and Shoaib 'Tiger' Bukhari) to test its homestays and villas. Campaign resulted in a large upswing in awareness for MakeMyTrip Homestays. Even during the most followed match of the World Cup, MakeMyTrip was trending at #1` on Twitter India. Fans booked MMT’s homestays using the coupon codes, resulting in a 25% uptick in shopper-growth. Once the dust had settled, MakeMyTrip saw positive sentiment for the brand grow to 85% positive-sentiment, with 750million+ impressions through earned PR cumulatively across traditional & digital media. |
Company Credits: | MakeMyTrip |
Company Credits: | Enormous |
Individual Credits: | Ashish Khazanchi |
Individual Credits: | Ankit Pathak |
Individual Credits: | Daksh Haria |
Individual Credits: | Abhijeet Patil |
Individual Credits: | Swapnil Vinerkar |
Individual Credits: | Neha Singh |
Individual Credits: | Rahul Parbate |