Social Media Case Study: Yatra.com

yatra.com

Brand :

Yatra.com

Objectives:
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


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