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Digital Marketing Strategy for OYO Rooms by Anurag Gawande and Ratul Ramchandani

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Digital Marketing Strategy for OYO Rooms by Anurag Gawande and Ratul Ramchandani.

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Digital Marketing Strategy for OYO Rooms by Anurag Gawande and Ratul Ramchandani

  1. 1. OYO Enter for an experience
  2. 2. 2013 Ritesh Agarwal founded OYO. Now Over 8500+ hotels, across 230 cities. Location India, Malaysia and Nepal. Goal Change the way people Stay away from home. Offers Hotels, Holiday packages And Banquets. B R AND T I M E L I N E
  3. 3. Hi INDEX Lets unfold the great mystery
  4. 4. 360 degree marketing Traditional media Digital media Print Television Google ads Social media Website & App
  5. 5. Hoardings on the hotel for branding. Hoardings for the campaign #AurkyaChahiye Transit Ads
  6. 6. TVC’s for #AurKyaChahiye campaign
  7. 7. Social Media
  8. 8. Website App
  9. 9. Google ads Book Hotels in Kochi, Tariff @ 838 Rs. Call 072900 71739 - OYO Book Hotels in Manali, Tariff @ 570 Rs.
  10. 10. Remarketing Push notifications for app engagement. In App remarketing Social media remarketing
  11. 11. No H1 header on the site.Title Tag and Meta description should use keywords. Keywords the brand is known for.
  12. 12. Types of backlinks Reduce the amount of request
  13. 13. Facebook Posts Location based posts Progress of the organizationPromotional posts
  14. 14. Instagram posts Similar posts as Facebook Pictures shared by the travelers Festive posts
  15. 15. Pinterest Post Creative posts Various campaigns More relativity than posts on other social platforms
  16. 16. Twitter posts CSR and social work Awards and Events Similar promotional posts
  17. 17. Campaigns #AurKyaChahiye – The first 360 degree campaign. Showcases and emphases on “Rooms at 999 Rs.” #OneforEveryone – This was more of a video campaign, were the brand came out with 8 short ads showcasing the types of people that they serve to. #OYOnauts – The was more of a contest than a campaign. One had to submit their travel story with pictures and the winner would get a sponsored trip from the brand.
  18. 18. Keywords to rank for
  19. 19. Mood Board
  20. 20. ASO – App Store Ranking in top 20 for keywords in App Store
  21. 21. ASO – Play Store Ranking in top 10 for keywords in Play Store
  22. 22. Competitors Local Global
  23. 23. 490,09710,099,988 490,097 2.5M 8900 93k 433,607 18k 11.6k 28.8k 6.1k 68,176 70.5k 30k 80,981
  24. 24. Influencer/celebrity posts Location based post A different Diwali
  25. 25. #NotYetTrending Contest #LiveThere
  26. 26. Travelers vacation ad film Promotional posts Social cuase
  27. 27. #Maacampaign Rakhi gift card #Travellike
  28. 28. SEO comparison
  29. 29. Target Audience Set 1 Set 3Set 2 Teenagers 19 - 22 Adults 28 - 35Young adults 23 - 27 Income – Pocket money Income – 10 – 12 lakhsIncome – 20,000 – 30,000 Student Designated working post Freshers and working professionalsUpper middle class Upper middle class Upper middle class, High class Tier 1 – Tier 2 cities Tier 1 – Tier 2 – Tier 3 cities Tier 1 – Tier 2 cities Average 4 hours on social media Average 2 hours on social media Average 1 hour on social media
  30. 30. Sample Audience Name – Austin Dsouza Age – 20 Income – 2000 / week Gender – Male Location – Mumbai Interests – Road trips, Parties. Spending habits – Avid R D National college, Mass media student Profession – student
  31. 31. Name – Gauri Sharma Age – 25 Income – 28,000/- Gender – female Location – Mysore Interests – short trips, hill stations. Spending habits – Wisely Infosys ltd. Profession – Software engineer Sample Audience
  32. 32. Name – Ratul Ramchandani Age – 30 Income – 18L per annum Gender – Male Location – Bangalore Interests – Travelling abroad and remote India Spending habits – Planned Amazon Profession – Data Scientist Sample Audience
  33. 33. SEO Suggestion
  34. 34. Minute to win it – App download • Fill up the form on Oyo website within a 1 minute • First Name • Last Name • Mobile Number • Email Id • Age • Verify via OTP • Get Unique code via Email and SMS • Redeem the code in App in the next 24 hours – Get Rs. 500/- as wallet cash. • Valid for first 1000 registrations. • Landing Page - https://rtechsportus.wixsite.com/oyom2w Campaign 1
  35. 35. Destination Office – Corporate • A new concept – Create a cult – Creating a new category • TG – Corporate HRs • Platform – LinkedIn + Emails • Sell a package of work from a destination location – • Package of 7 & 14 days for teams 10+ • Infra provided by the resort / hotel • Timing of the campaign – • Beginning of financial year – when budgets are decided. • Duration – 1 week. • End of every quarter • Duration – 1 week. Campaign 2
  36. 36. Oyo Mates – Contest • TG – Youth – 20 to 25 (18 - 30) • Platform – Instagram • FB Lead gen – Register for program • See the list of people traveling to the same destination on the App • Click the “I would like to travel with you” button (Like Tinder Right Swipe) • If profile matches – chat and make Oyo memories. • Timing of the campaign – • Before college vacations • Feb to April • Duration – 3 months Campaign 3
  37. 37. Creatives
  38. 38. Blog Campaign • 5 part series of regions of India - South of India, North East, West India, Central, Top Cities • Content • Things to do • Places to visit • Food & Culture • Weather
  39. 39. Influencers Mumbiker Nikhil Youtuber Daily vlogs and motor vlogging. 694 k subscribers Huge teenage fanbase as well as genuine quality followers.
  40. 40. The #OYOrider campaign will be promoted with Mumbiker Nikhil.A free hotel stay will be provided to the influencer on his journey. This will be the new biker-friendly hotels by OYO Mumbiker Nikhil charges anywhere between 80,000 – 1,20,000 for a sponsored video.
  41. 41. Influencers Shivya Nath Travel blogger Covers various aspects of travelling.25k Facebook likes Moderate but genuine followers. Amazing reach as a travel blogger.
  42. 42. The #DestinationOffice package will be given to Shivya Nath. A free work vacation will be provided to the influencer. In order to get a feedback on how it feels to work outdoors. Shivya Nath charges anywhere between 15 – 20 k for a blog.
  43. 43. Influencers Prajakta Koli Youtuber Daily vlogs and Sketches. 457 k subscribers Huge teenage fanbase as well as growing youtuber.
  44. 44. The #OYOMates campaign will be tried by Priyanka Koli. A vlog about the trip will be made by the influencer. This will spread the message of a solo girl travelers safety. Priyanka koli charges anywhere between 40 – 45 k for a sponsored vlog.
  45. 45. Media Plan Facebook ad for the #M2WChallenge Aiming to the first 2 Target audience set.
  46. 46. Facebook Ad 46,500 Rs/ month
  47. 47. Linkedin ad for #DestinationOffice Media Plan Aiming to the 3rd Target audience set.
  48. 48. Linkedin Ad 45,000 Rs/ month
  49. 49. #OYOMates Book Choose Chat & Travel
  50. 50. Media Plan Google Display ad for the #OYOrider Influencer campaign.
  51. 51. Google Ad
  52. 52. Display ad creatives
  53. 53. Twitter Ad
  54. 54. Online Reputation Management Quora Twitter HolidayIQ Travel blogs
  55. 55. Online Reputation Management Sourc es Share of Voice
  56. 56. THANK YOU Anurag Gawande Ratul Ramchandani

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