Still Doubt Influencer Marketing? Read The Case Study Of Influencer Engagement Campaign Of Booking.com

Apr 16, 2021

 

Recently Booking.com has leveraged the power of five influencers on digital platforms to highlight the situation of future of travel in Covid-19 impacted condition. There is enough room for hope and optimism.

As a leading influencer marketing platform in Indian, we always focus on the latest market news on influencer advertising, if you are a keen reader, you cannot miss this article. This case study explores how Booking.com has leveraged the power of top influencers to engage customers and reach more than 6 Cr audience through digital portals. The main aim was to inculcate faith through travel goals of 2021 shared by influencers.

Campaign Introduction

Indians are quite comfortable using apps while booking tickets either for movies or for travelling to their destinations. To supporting, factors for this are the country’s increasing disposable income and rising middle class, tech-savvy people who are interested in domestic and outbound tourism.

According to the latest report, India’s tourism and hospitality industry is one of the booming fields and act as the key drivers for growth in the country’s service sector. Needless to mention India’s rich cultural heritage attract millions of people within and outside of the country to explore incredible places. Its historical places, places that show natural beauty, variety in ecology that spread across the country attract tourists from different parts of the world along with the country.

Travel and tourism is also a potentially bigger employment generator that can include significant foreign exchange source for the country. As per IBEF, around 39n million jobs were created in the tourism sector of the country which accounted for 8.0% of the total employment of India. This number is also expected to rise 2% per year that means 52.3 million job opportunities will be created by the end of 2028.

Brand Overview

Booking.com, as the name suggests is the site for booking tickets for the train, flight, bus and other means, tourists can also book hotels, restaurants and more through the site. Customers can get the best deals by comparing similar hotels and flights. The best part is you can check the ratings and read the reviews before booking. Through improved technology Booking.com connect millions of travellers across the country, they offer hundreds of places to stay, from homestays to hotels.

Over the years Booking.com has established itself as one of the largest marketplaces that aim to reach a global audience to grow their business. One of the worth mention features of the platform is it is available in 44 different languages and includes around 7 million listings of homes, apartments and other places that welcome tourists and provide outstanding facilities. At Booking.com you can get 24/7 customer support along with different offers and discounts.

In Short

Covid 19 has impacted so many industries including travel and hospitality, during the lockdown phase people has no option to move from their places, in short 2020 put a temporary stop. That was the perfect opportunity for the travel industry to bring new changes, from travelling solo to plan road trips, Booking.com wanted to understand the travel plan of the people in 2021.

Campaign Objective

The main focus of the campaign was to reinstate the significance of travel and what are peoples’ travel plans in 2021 after spending the lockdown year. They wanted to spread the message about the importance of travel through powerful influencers which was the main aim of the influencer engagement campaign.

Campaign Brief

Booking.com was looking to drive a campaign to initiate conversations on the newly developed travel behaviour, their main aim was to focus on the redefined meaning of in 2021. They wanted to emphasize the true value of travelling in peoples’ lives, so it required people to talk their mind about travelling, the one that will inspire many and make a difference.

Execution Idea

  • ​​​​​Engage with powerful influencers who are considered public figures to set travel goals of 2021, they wanted to highlight how they see their #FutureOfTravel. 
  • Each influencer was asked to brief how travel plays an important role in their lives and what travel goals they have set for themselves in 2021. 
  • To increase engagement of the campaign they wanted to invite followers to share their travel goals of 2021 tagging @booking.com together with the influencer’s handle so that they can trackback the conversation. 
  • To gratify some of the followers who are sharing their travel goals with Bokking.com gift cards which they can redeem while utilizing their travel goals in 2021 when the situation will be safe to travel. 

Campaign Ultimatum

The Final Execution

Booking.com selected five powerful influencers to post a cool image of themselves that can resonate with their travel goals in 2021. They have to insert the hashtag #FutureOfTravel and tag Booking.com on their posts. The five influencers were:

Rohit Saraf 
Sanaya Irani 
Ridghima Kapoor Sahani 
Shramona Poddar 
Ankita Rai 

Results

influencer-marketing

influencer-marketing

influencer-marketing

influencer-marketing

Final Results

  • 6 Cr people reached through various digital portals 
  • 50 Lacs people reached via social media with more than 4 lacs engagement 
  • 30+ entries reached through the #FutureOfTravel contest 

The campaign successfully initiated conversations about the importance of travel among the general public through the influencers. They were successful in establishing their importance and positing for booking tickets and hotels of various destinations.

The key message of the campaign was sustainable travel that has been spread among the general people. Strong influencer partnership resulted in quality brand content that was focused on maximizing ROI. They generated various valuable leads through the dual-way engagement between customers and the brand.

Looking for Travel Influencers

Start a Campaign

How Can InfluGlue Help?

If you are an emerging brand looking to establish your business in this aggressive market by doing something unique and creative connect with InfluGlue, the leading influencer marketing platform in India. They not only have a huge database of influencers, bloggers, vloggers and industry experts but they can also help you curate the best-in-class influencer marketing campaign that can create a buzz about your brand among your target audience.

The best part is you don’t have to spend a lump sum for influencer advertising services, they have an affordable package for start-ups and small businesses. You can also monitor your campaign performance through their latest analytics tools.

So, if you think about influencer marketing services, you know with whom to connect.

Summary

Are you still unsure about the effectiveness of influencer marketing? Read this article to clear your doubt, see how big brands like Booking.com has achieved their marketing goals through their latest influencer marketing campaign.

Tanaya

Tanaya is the Senior Content Developer at InfluGlue, who helped to build the content of the site along with several other sites with her compassionate SEO driven content. She is also a HubSpot, certified content marketer. She brings her five years of experience to her current role, where she is dedicated to developing the content of different websites. 

Related Posts