The Twitter campaign report summarizes Expedia India's #VacationOnMyMind campaign on Twitter. The campaign ran in December and engaged participants through contest questions posted on placards by models. It received over 2,600 tweets and reached 1.5 million users. Paid promotion using promoted tweets and accounts generated over 5 million impressions and added over 3,000 followers within budget. The report recommends future Expedia campaigns on Twitter leverage promoted tweets and accounts.

1. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
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Expedia India
#VacationOnMyMind
Twitter Campaign Report

2. Conversation Driver
Post the ’Vacation Deprivation’ survey , optimizing on the ‘Christmas – New Year element, we
launched a contest in December . In this campaign we asked the vacation deprived people to
’Take A Break’ by winning a free hotel stay! We used Twitter platform and engage d with fans,
building up conversations around contest hashtag and contest questions.
Objective
#VacationOnMyMind

3. We took a different approach of interacting with the fans, challenging them for their love of
travel and quizzing them on their knowledge of famous touristy and not-so-common
destinations in India.
We conveyed messages and asked questions through pictures and placards. We arranged
for models to hold placards with questions, where their attire served as clues. The
participants had to tweet their answers using #VacationOnMyMind.
Execution

4. Overall Engagement

5. #VacationOnMyMind Reach
The hashtag #VacationOnMyMind received maximum reach (with the help of paid push as well) during the
contest. It peaked during the first few questions when the participation was maximum. There was a break in
between and then the engagement picked up again for the last question.

6. #VacationOnMyMind Engagement
Organic Impressions
Paid Impressions

7. We got maximum participation through mobile-users, followed by desktop users. The popular users of the
contest hashtag (besides the brand) are the participants who are also the selected winners of the contest.
#VacationOnMyMind – Active Platforms and Popular Authors

8. …were influencers in their own network. Opinionated, loves to travel, take part in conversations and have good
number of followers.
Somefollowers wegot…

9. ORGANIC RESULTS

10. Contest:#VacationOnMyMind
Date:21st December2014–10th January2015
The hashtag #VacationOnMyMind was tweeted 2,648 times during and after the contest. A total of 772 authors took part
in the contest and generated 55,681 impressions organically in a span of 20 days (maximum generated during the first
phase of the contest).
Our reach was also high throughout the contest and we reached 1,496,849 Twitter profiles in the duration.
Re-Tweets – 439
Replies – 834
Favourites - 260

11. #VacationOnMyMind – Snapshots of some participant feedback

12. PAID MEDIA

13.  We used the tweet having contest rules for promoted
accounts so that users get encouraged to follow the
brand
 Following targeting parameters were applied:
 People interested in travel
 People who act as influencers in their network and have
large following
• Promoted account

14. • Results
Promoted Followers Campaign
Impressions Followers Clicks Retweets Cost per follower
237551 2872 905 15 $ 0.65
 Promoted account campaign got impressions of
more than 2 lacs with a followers rate 1.21%
 Close to 2900 followers were added
 In terms of engagement, more than 900 clicks
and 15 retweets happened

15. • Recommendations
 If the objective of any future campaign is to add
more followers to the account, Expedia should use
the promoted accounts
 Using an image in the tweet works comparatively
better
 During the promoted account campaign,
following users manually also works

16.  14 tweets were posted on 7 days as part of the overall
campaign. All posts pointed towards a different location
 For the initial push, more budget was allocated to the
initial few tweets
 Again Interest based and influencers’ targeting was
followed to reach out to the relevantTG
• Promoted tweets

17. • Results
 Promoted tweets campaign got overall
impressions of more than 4.6 lacs with an
engagement rate of more than 3%
 More than 180 followers were added
 In terms of engagement, more than 12,700 clicks
and 185 retweets happened
Promoted Tweets Campaign
Impressions Followers Clicks Retweets Engagements Engagement Rate
464544 181 12764 185 14745 3.17%

18. • Recommendations
 Using an image with a call to action in the tweet
works comparatively better
 For upcoming Expedia tactical campaigns, it is
recommended to use the promoted tweet feature
with an exciting deal
 Twitter cards like lead generation can be used to
increase leads database. The same is a part of
promoted tweet ad format

19. • Posts that got low cost per engagement (CPE)
http://goo.gl/iwEp9W CPE: $0.17 http://goo.gl/cAqEk1 CPE: $0.12 http://goo.gl/EijBPt CPE: $0.18

20. • Media campaign top-lines
Proposed Plan Campaign Toplines
Publisher Ad-Placement Ad-Type Proposed Inventory Type of Deal
Estimated Rate
(INR)
Net media
cost
Engagements Followers
Total
spent ($)
Budget
left ($)
Twitter
ROS [Interest based
targeting]
Promoted tweet 5150 engagements
Cost per
engagement
₹ 40 ₹ 366,000 11,181 3048 5091 4909
Promoted
account
3100 followers
Cost per
follower
₹ 40 ₹ 244,000
• Basis our optimizations, we got more than double the engagements within the same budget
• The total number of impressions generated through Paid Media were 5,42,856
• For some of our tweets/posts, we got a cost per engagement as low as $0.12
• Total no. of retweets, clicks and favorites received were – 162, 12116 and 331 respectively

21. We strongly suggest to do Paid Promotion in terms of ‘Promoted Accounts’ for future campaigns in order to gain more followers.
And ‘Promoted Tweets’ are advisable for sorter campaigns and contests to gain maximum participation.
Verdict

22. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
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