MagicCircle Communications

Client Brief

2020 was a tough year for everyone. The pandemic had hit us hard and the overall sentiments were at an all time low. While people were tired of sitting at home, they were equally sceptical about stepping out, and rightly so. There were questions, doubts and fear amongst people pertaining to travel.

 

As an ally of the young and passionate travellers, the challenge for GoIbibo was really to instill belief in people that it is safe to travel again. Of course with all safety measures and precautions laid out by the Government and healthcare advisors.

 

Objective was to build top of mind recall for Goibibo amongst the target group by creating compelling, engaging and relevant content that not only clarifies their doubts about travelling in the middle of a pandemic but also gives them the confidence and the assurance to plan their travel.

Idea

The best way to convince people to do something is by showing them how to do it. That’s exactly what we did with ’Reclaim Your Travel’ Content series.

 

We started by roping in 4 popular travel influencers, selected 4 destinations, which were open for travel, and created 4 unique journeys.

 

Through a series of fun and engaging vLogs, our influencers brought each of these destinations alive for the viewers with 4 passionately designed itineraries, each different from the other with their own flavour of fun, adventure, gastronomical delights, key highlights, hidden gems and unmatched experiences.

This content series talked about how to reach a place, the precautions to take, emphasising on the government rules and regulations in each state, COVID-19 protocols, our influencers gave the much-needed assurance to the viewers about travelling in such unprecedented times.

 

The episodes were not only garnished with important tips and facts, but the brand propositions and its key features were beautifully woven through the journeys.

Result

•Impressions (across platforms- YouTube, Facebook, Instagram)- 250 Mn

•Total video views across 4 journeys, 12 episodes: 7 Mn+

•Subscriber gain: 32k subscribers gained (62% subscriber increase within 3 months)

•3X Engagement on videos vs Benchmarked branded content on YouTube

MagicCircle Communications

Creative

  1. Gurgaon

Services

Clients

Category Experience

Employees

11-25 Employees

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