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The Taj Mahal Palace Mumbai Social Media Campaign

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The Taj Mahal Palace Mumbai Social Media Campaign

The Taj Mahal Palace Mumbai is a brand that has numerous historical significance's and stories associated with it. These stories are only accessible by residents who take part in the Heritage Walk.

Taking inspiration from the above, for the first time ever, the brand opened its doors to Instagrammers to experience their heritage through #TajHeritageWalk.

The campaign was conducted to engage fans and followers through various stories and architectural marvels at the Taj Mahal Palace Mumbai, creating a higher digital footprint.

Informing fans that the Taj Mahal Palace is opening it’s doors to 10 lucky people for a Heritage Walk, basis their reason and power on social media to create an impactful visual journey, the campaign was launched across Facebook, Instagram and Twitter.

We reached out to 1.1 million users in just 20 days with an engagement of 4.5k, and an organic increase in our social media base of 1500. Instagram was the leading platform, in terms of participation and overall outreach, while Facebook received queries and interest from Guests of the hotel.
InstaStories was a hugely popular medium, driving an increase in followers and interactions for the brand.

The Taj Mahal Palace Mumbai is a brand that has numerous historical significance's and stories associated with it. These stories are only accessible by residents who take part in the Heritage Walk.

Taking inspiration from the above, for the first time ever, the brand opened its doors to Instagrammers to experience their heritage through #TajHeritageWalk.

The campaign was conducted to engage fans and followers through various stories and architectural marvels at the Taj Mahal Palace Mumbai, creating a higher digital footprint.

Informing fans that the Taj Mahal Palace is opening it’s doors to 10 lucky people for a Heritage Walk, basis their reason and power on social media to create an impactful visual journey, the campaign was launched across Facebook, Instagram and Twitter.

We reached out to 1.1 million users in just 20 days with an engagement of 4.5k, and an organic increase in our social media base of 1500. Instagram was the leading platform, in terms of participation and overall outreach, while Facebook received queries and interest from Guests of the hotel.
InstaStories was a hugely popular medium, driving an increase in followers and interactions for the brand.

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The Taj Mahal Palace Mumbai Social Media Campaign

  1. 1. #TajHeritageWalk Campaign Report
  2. 2. OBJECTIVE To engage fans and followers through various stories and architectural marvels at the Taj Mahal Palace Mumbai, creating a higher digital footprint
  3. 3. CONCEPT Taj Mahal Palace Mumbai is a brand that has numerous historical significances and stories associated with it. These stories are only accessible by residents who take part in the Heritage Walk. Taking inspiration from the above, for the first time ever, the brand opened its doors to Instagrammers to experience their heritage through #TajHeritageWalk
  4. 4. BRAND COMMUNICATION Informing fans that the Taj Mahal Palace is opening it’s doors to 10 lucky people for a Heritage Walk, basis their reason and power on social media to create an impactful visual journey.
  5. 5. Total Likes: 324 Total Comments: 173 Total Shares: 17 Total Re-Tweets: 37 Contest Posts
  6. 6. Total Likes: 2138 Total Comments: 147 Contest Posts
  7. 7. InstaStories – Information on the contest with sneak peeks of the Heritage Walk Total InstaStories: 9 Average Views: 1500
  8. 8. Mumbai Instagrammers Posts Mumbai Instagrammers Followers (across FB & Insta): 43.5k Total Likes: 940 Total Comments: 18 Influencer Amplification - Mumbai Instagrammers
  9. 9. Total Entries: +500 Contest Entries
  10. 10. Winners Our Winner Announcement GIF received 300 FB Interactions and 1K Instagram Views
  11. 11. LIVE EVENT The winners and social media team attended the Heritage Walk, capturing the experience live through Facebook Posts, Tweets and InstaStories as the Associates at Taj Mahal Palace Mumbai ran us through various facets of the beautiful property. Engagements by those who didn’t make it was abuzz with 40% of our audiences engaging in real time.
  12. 12. Live Event - Teaser Posts and InstaStories Total Likes: 591 Total View (InstaStories): 5K +
  13. 13. Live Event – Captured via Posts & Stories Average Views (InstaStories): 7500 Total Likes: 900
  14. 14. Live Event – Coverage on Twitter Total Likes: 730 Total RTs: 60
  15. 15. Excitement by Fans We received enquiries by prospective Guests booking slots for the Heritage Walk during their stay, while we had Fans requesting for another opportunity to be part of the walk.
  16. 16. POST EVENT User-Generated Content has been aplenty by Influencers who were part of the walk uploading various facets of the property constantly
  17. 17. User-Generated Content
  18. 18. IMPACT Instagram was the leading platform, in terms of participation and overall outreach, while Facebook received queries and interest from Guests of the hotel
  19. 19. Total Engagement 4,590 Total Entries +500 Total Outreach 1,160,237
  20. 20. Total Reach 23,452 Total Impressions 34,022 Social Media Impact Total Views 25,500 Total Reach 350,059 Total Impressions 858,684 Total Reach 59,010 Total Impressions 301,553
  21. 21. Total Engagement 4,590 Total Entries +500 Total Outreach 1,160,237 Campaign Outcome
  22. 22. IMPACT • We reached out to 1.1 million users in just 20 days with an engagement of 4.5k, and an organic increase in our social media base of 1500 • InstaStories was a hugely popular medium, driving an increase in followers and interactions for the brand • This activity has enabled us to develop a bank of User Generated Content • Influencers and Instagrammers selected for the walk provided us with their feedback – stating that they would love for the Taj Mahal Palace to organize more of these
  23. 23. Thank you www.mindshiftinteractive.com

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