AIRBNB

Campaign: #LIVETHERE

1. Airbnb wanted to spread a thinking that inspired tourists to reach beyond the
conventional travel experience and to re-imagine the unlimited possibilities
of an immersive and vibrant vacationing cultural experience through Airbnb
Experiences. It has partnered with MTV India for the #LiveThere contest,
which has offered the winners an opportunity to travel to Thailand, Milan &
London with celebrities such as Nikhil Chinappa, Anusha Dandekar &
Radhika Apte and live in Airbnb properties. These encounters were recorded
in a series of videos that garnered enormous views.
2. Their target group of audience was urban millennials.
3. The pre-marketing campaign started in September 11th 2017 as the duration
of competition was 11th September 2017 – 24th September 2017.
4. Through their own Facebook and Twitter accounts, the three celebrities who
partnered with them for the #LiveThere posted their Airbnb travel
experiences. As each influencer has a large audience on their respective
platforms, they also gave access to more future travelers searching for
exclusive travel experiences. Such posts have also been leveraged on social
media platforms through Airbnb. MTV India regularly rolled out several
reminder posts on social media, ensuring maximum involvement and
maintaining interest from audiences. Types of post were – Engagement Post,
Competition Post, Stock Photograph Post, Videos etc.
5. Following the announcement of the contest winners for Airbnb and MTV
India's #LiveThere, the respective impressions of the contest winners were
beautifully summed up in three stunning images. On Airbnb's official
Facebook page, the video of Radhika Apte and contest winners, Aftab and
Tripti's adventures in London earned over 4.2 M views, 56k comments and
1.9k Shares. Anusha Dandekar's encounter with the winners of the
competition in Milan earned 4.7 M views, 62 K comments and more than
1.1 K shares. In Thailand, Nikhil Chinapa's escapades received more than
2.2 M views, 53 K comments and more than 1.5 K shares. The three videos
earned a remarkable reception and continue to inspire travelers around the
globe to break away from the norm and move differently, thereby meeting
the goals of the initiative.
6. The 3 celebrities with whom they partnered with are big social media
influencers & every destination was decided based on their personality.
#InMilan featured Anusha Dandekar finding the underground design centers
in Milan as she is a big fashion influencer, #InThailand featured Nikhil
Chinapa visiting the amazing places in Bangkok as he is a renowned DJ &
Bangkok being one of the biggest party places and #InLondon featured
Radhika Apte interested in the liveliness of London's history and culture.
Airbnb and MTV India posted those videos on their social media pages.
7. As, Airbnb entered India in 2016 this campaign was a major marketing boost
because such influencer connections have certainly helped Airbnb create a
stronger connection with their affluent, diverse community who want to
imitate their favorite stars.
 AMAZON PRIME VIDEO
Campaign: #ShrikantKuchChupaRahaHai

1. # SrikantKuchChupaRahaHai caught eyeballs across all of the digital media.

It all started with a tip from The Family Man – Srikant shielding little
information across different social accounts from Amazon Prime Video.
This was a pre marketing campaign for the trailer launch of their hit TV
show The Family Man.
2. Their target group of audience were teenagers & adults below 25 as the main
objective of this campaign was to roll out memes on
#SrikantKuchChupaRahaHai & create FOMO & buzz on social media
regarding there TV series.
3. The pre-marketing campaign ran from 30th August - 5th September as the
trailer was launched in 5th September 2019
4. Amazon Prime India created an official twitter handle @SrikantTFM which
started posting riddles on Twitter and coded emojis to marketers and
influencers. This trend was developed and influencers were roped in–
cricketers such as Gautam Gambhir and Suryakumar Yadav, celebrities such
as Shilpa Shetty, Preity Zinta, Zareen Khan, Siddhant Chaturvedi, Aayush
Sharma, journalists such as Ayaz Menon and Faridoon Shahryar, companies
such as Fassos, Sony Tv, Zee Studios, Zee Music Company, etc. Types of
post were- Engagement post, Trending post, Videos, Questions. Interactive
content to like and share for early trailer preview.
5. #SrikantKuchChupaRahaHai gathered more than 1200 memes over
Snapchat, Twitter and Facebook. Its operation earned 1.1M+ coverage in 2
days on Instagram and 82k+ interaction. Posting the announcement, Srikant
Tiwari started testing the capability of Indians to hold a secret. He posted
a tweet that forced his followers to like/retweet his tweet and to follow his
handle to get the trailer's hidden connection. The audiences who struggled to
keep a secret as told by the shows lead character, Srikant Tiwari, leaked the
teaser of 'The Family Man'. In 24 hours of tweeting via Amazon Prime
Video and Manoj Bajpayee's handle over 18k Twitterati interacted with the
tweet & nearly 20,000 twitterati have been monitored in last 48 hours
playing the Hidden connection game with Srikant.
Overall # SrikantKuchChupaRahaHai marketing campaign gathered a total
of 433.2 K engagement and touched 8.5M+ people and almost 65M+ created
an impression.
6. The major focus was to create a stir in the market, creating that buzz factor.
The common factor in every post was creating an aura of suspense that made
the audience think about what this series is all about. They posted riddles for
different influencers to set the theme of a series comprising of spies & then
urging viewers to like & share their posts to get a SECRET link of their
trailer 2 days before the official launch.
7. Other benefits that Amazon Prime India gained from this strategy was they
indirectly promoted their other Original TV series by posting memes which
were in line with their pre marketing strategy of The Family Man. Manoj
Bajapi who is already a prominent name saw an increase in his fan following
on his social media handles.