The document outlines an OYO Rooms content strategy campaign. It discusses OYO's values of standardization, affordability, and technology-driven services. Previous campaigns like "Aur Kya Chahiye" and "Raho Mast" are summarized. Competitive analysis of Airbnb, Oyo, and Treebo on social media is presented. Buyer personas including families, students, and millennial travelers are defined. Potential campaign ideas like a Holi engagement campaign and townhouse brand awareness campaign are proposed. A mood board, logo options, content calendar, and sample creative assets like listicles, blogs, social posts, and tweets are included to summarize the campaign plan.
3. VALUES
1. STANDARDIZED:
OYO rooms promises to provide the same amenities and the same
awesome experience.
2. AFFORDABLE:
OYO offers room at price that no other player in the budget segment
offers today.
3. TECHNOLOGY DRIVEN:
OYO uses technology to link all its functions and provide the customer
a seamless awesome experience.
4. USP
▪ They do quality living spaces with a equilibrium of location
▪ Affordable price
▪ Standard services quality
▪ Hassle free stays for unmarried
couples at selective properties.
6. CAMPAIGN 1
NAME - ‘Aur Kya Chahiye’
TYPE OF CAMPAIGN - an aim to
showcase the brand message of
accessibility, affordability and
predictability.
MEDIA - TV
MOTIVE - an ease of booking and
availability of standard amenities.
7. CAMPAIGN 2
NAME - ‘Raho Mast’
TYPE OF CAMPAIGN -
Problem Solving for travellers
MEDIA - 360 Degree
MOTIVE - The campaign
includes consumers’
behaviours, their changing
needs and resultant trends;
ultimately highlighting OYO’s
differentiated offerings for
everyone.
8. CAMPAIGN 3
TYPE OF CAMPAIGN - Social
Message. Celebrating
Independence Day.
MEDIA - Short Film
(Youtube)
MOTIVE - a tribute to India’s
Freedom Fighters.
10. AIRBNB OYO TREEBO
FACEBOOK 16 M 944K 151 K
INSTAGRAM 4.6 M 131 K 10 K
TWITTER 710.7 K 53.7 K 3040
PINTEREST 81 K - -
YOUTUBE 205 K 43.7 K 28.7 K
LINKEDIN 1061 K 656 K 29 K
12. Name - Yash Shah
Age - 30
Gender - Male
Current Status - Married ( with kids)
Designation - Corporate Services
Salary - Rs 50,000 - Rs 1,00,000 per
month.
Currently living Target Audience - Family
Travellers - Vadala (Mumbai)
Language - English, Hindi, Gujarati,
French.
Hobbies/Interests - Swimming, Singing,
Travelling.
Lifestyle - Loves travelling with family on
a regular basis.
13. Target Audience - Millennial Traveller
Name - Ayush Gupta
Age - 23
Gender - Male
Current Status - Single
Designation - Student
Salary- Rs 10,000 per month through
internships.Currently living - Andheri
(Mumbai)
Language - Hindi, English, Bengali
Hobbies/Interests - Reading, Cooking,
Painting
Lifestyle - A college student who does frequent
internships and freelancing assignment. Loves
travelling hence saves up for it.
14. Target Audience - College Students
Name - Mayuresh Sawant
Age - 20
Gender - Male
Current Status - Single
Designation - Student
Salary - Pocket Money
Currently living - Borivali (Mumbai)
Language - Marathi, Hindi, English, Sindhi
Hobbies/Interests - Singing, Playing
Guitar
Lifestyle - Going to college and chilling
with friends.
17. CAMPAIGN IDEA 1
Holi Campaign:
Type of Campaign - Engagement Based
Hashtag - #OYO #TownhouseGoa #OYOWaliHoli
Description - The objective behind this campaign is to engage with the
audience by playing a quiz with them on social media. Through this
campaign, we will give our Top 3 winners a three-day trip, get to explore
our exclusive OYO Townhouse Goa.
18. CAMPAIGN IDEA 2
Townhouse Campaign:
Type of Campaign - Brand Awareness
Hashtag - #AbRahoBefikar
Description - This campaign is a brand awareness campaign to promote
OYO Townhouse services. Also, Townhouse is designed for the millennial
traveler. The idea behind this is to provide complete comfort, efficiency,
convenience, and affordability.
24. Date - 1/03/20
Listicles - (International Yoga Day)
1. Stay Light
2. Wear Comfortable clothes
3. Warm up before your yoga session
4. Every Yoga Asana is unique
5. Do it with your friends
6. Respect your body's inner wisdom and limitations
7. Always have a sense of humor
Note: We will be posting this on International Yoga Day, to
promote 7 Yoga Tips. We will share it on Instagram Stories,
Facebook post, Twitter
25. Date - 19/03/20
Blog
“Young Adventures”
Note: We will be sharing the experience of Top 5 Solo Travel
Stories. Where people will share their experience, places to
travel, and some insights about the solo trips.
