Social Media Case Study: Responsible Traveler

Brand Name:

MakeMyTrip.com

Agency Name:

Webchutney

Objectives:

The objective was to inspire people to travel responsibly and create a movement amongst frequent travellers who would then inspire others.

Responsible travel is usually perceived as either expensive or boring or both. So they set out to create an online community dedicated to responsible travel that would show travellers why being responsible is neither boring nor bank – breaking.

They focused on leveraging existing social platforms and creating original, interesting content that would educate, inform and interest travellers to take that step towards travelling responsibly.

Execution:

Leveraging 3 platforms of social media – A blog, Facebook and Twitter – Responsible Traveler focused on interesting traveller stories, eco-destination features, green tips and ideas as well as exciting consumer programs like Amar Prem (where users could scribble on a virtual monuments to ‘spare’ the real ones).

Results:

Instead of simply collecting fans, they created an inspiring, active community for interested travellers and enabled them to travel smart and responsibly.

The initiative quickly developed a following with the Facebook page gathering over 10000 fans as well as endorsements from many bloggers with several influential travel bloggers offering to write guest pieces on the blog.