Social Media Case Study: Yatra.com

Brand :

Yatra.com

Objectives:

• Engage with fans and acquire new customers
• Develop its Facebook Page into a fully operational sales channel
• Create strong brand credibility

Execution:

The travel portal built a Facebook Page around the “Happy Travelers” theme:

• Cover picture is a collage of “happy” pictures sent in by their customers
• The Messages feature is used to respond to customer enquiries and emails
• Tabs are used to run cross-promotions with other brands that deliver added-value to their customers

Yatra ran Facebook Ads to create a base of loyal fans:

• Specific groups of users who are very likely to be interested in Yatra were targeted with the ads
• Promotion-based ads directed users directly to specific Page tabs

 Yatra engaged with its fans through its Facebook Page by:

• Responding to customer queries within 12 hours
• Posting special offers and promotions on the Page
• Hosting apps like the “Happy Travel Jigsaw” where fans can solve puzzles
• Posting interesting tidbits about travel destinations

 Yatra amplified its reach on Facebook by:

• Targeting friends of fans with its ads
• Running sponsored stories to increase Page Likes

Results:

• INR 1.5 million/month generated from Facebook
• 150K+ users see content from the Page every day
• 1,500 stories are created by Page users each day