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#TajHeritageWalk
Campaign Report
OBJECTIVE
To engage fans and followers through various stories and architectural
marvels at the Taj Mahal Palace Mumbai, creating a higher digital
footprint
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
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.
Total Likes: 324
Total Comments: 173
Total Shares: 17
Total Re-Tweets: 37
Contest Posts
Total Likes: 2138
Total Comments: 147
Contest Posts
InstaStories – Information on the contest with sneak peeks of
the Heritage Walk
Total InstaStories: 9
Average Views: 1500
Mumbai Instagrammers Posts
Mumbai Instagrammers
Followers (across FB & Insta): 43.5k
Total Likes: 940
Total Comments: 18
Influencer Amplification - Mumbai Instagrammers
Total Entries:
+500
Contest Entries
Winners
Our Winner Announcement GIF
received 300 FB Interactions and
1K Instagram Views
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.
Live Event - Teaser Posts and InstaStories
Total Likes: 591
Total View (InstaStories): 5K +
Live Event – Captured via Posts & Stories
Average Views (InstaStories): 7500
Total Likes: 900
Live Event – Coverage on Twitter
Total Likes: 730
Total RTs: 60
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.
POST EVENT
User-Generated Content has been aplenty by Influencers who were part
of the walk uploading various facets of the property constantly
User-Generated Content
IMPACT
Instagram was the leading platform, in terms of participation and overall
outreach, while Facebook received queries and interest from Guests of
the hotel
Total Engagement 4,590
Total Entries +500
Total Outreach 1,160,237
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
Total Engagement 4,590
Total Entries +500
Total Outreach 1,160,237
Campaign Outcome
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
Thank you
www.mindshiftinteractive.com

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The Taj Mahal Palace Mumbai Social Media Campaign

  • 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. 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. 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. Total Likes: 324 Total Comments: 173 Total Shares: 17 Total Re-Tweets: 37 Contest Posts
  • 6. Total Likes: 2138 Total Comments: 147 Contest Posts
  • 7. InstaStories – Information on the contest with sneak peeks of the Heritage Walk Total InstaStories: 9 Average Views: 1500
  • 8. Mumbai Instagrammers Posts Mumbai Instagrammers Followers (across FB & Insta): 43.5k Total Likes: 940 Total Comments: 18 Influencer Amplification - Mumbai Instagrammers
  • 10. Winners Our Winner Announcement GIF received 300 FB Interactions and 1K Instagram Views
  • 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. Live Event - Teaser Posts and InstaStories Total Likes: 591 Total View (InstaStories): 5K +
  • 13. Live Event – Captured via Posts & Stories Average Views (InstaStories): 7500 Total Likes: 900
  • 14. Live Event – Coverage on Twitter Total Likes: 730 Total RTs: 60
  • 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. POST EVENT User-Generated Content has been aplenty by Influencers who were part of the walk uploading various facets of the property constantly
  • 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. Total Engagement 4,590 Total Entries +500 Total Outreach 1,160,237
  • 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. Total Engagement 4,590 Total Entries +500 Total Outreach 1,160,237 Campaign Outcome
  • 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