Taj Swarna Case Study gives an insight on social media marketing for hotels

1. Digital Launch Report
Digital Outreach by
#TajInAmritsar

2. Objectives
• Generate buzz across digital towards the launch of Taj
Swarna, Amritsar
• Build a connect between the hotel and city
• Create awareness about the various offerings by the
hotel

3. Approach
• We started our social journey by introducing #TajInAmritsar and showcasing
city centric elements on social media
• We developed a Launch Video that communicated the connect between the city
and the hotel
• We shot Photographs that capturing the people, heritage and never-seen-before
elements of the city
• We created a high outreach Content Strategy that engaged with audiences
• We built a media plan that reached out to the right target audience to be lured
into #TajInAmritsar

4. Campaign Impact
Launch Video
garnered
+1.5 Lakh
Views
#TajInAmritsar Contest
received
+500 Entries &
1.35 Mn OutreachTweet Impressions 267K
Outreach 1.04 Mn
Outreach 73K
Overall
Campaign
Outreach
1.4 Mn

5. Platform Growth %
Facebook 18.34%
Twitter 144.44%
Instagram 136.54%
Campaign Impact

6. Pre-Launch
We started our social journey
with a GIF that reflected the
legacy of Amritsar

7. Content series that highlighted the essence of
Amritsar through rich imagery shot across the city
Pre-Launch - Content

8. Launch - Video
+ 2.50 L People Reached
+ 1.5 L Video Views
+ 6000 Engagements
The #TajInAmritsar video built a connect between the city of Amritsar and the
Taj Swarna, highlightings facets of generosity, warmth, humility and the
celebration of colours all over the city.

9. Launch – Content
Amritsar - Culture
Content themes around Art, Architecture, Culture, People
captured the essence of Amritsar and brought it back to what
the Hotel had to offer
Hotel - Food Fes<vals

10. Hotel – Architecture Amritsar – People Hotel - Rituals
Launch – Content
Content themes around Art, Architecture, Culture, People
captured the essence of Amritsar and brought it back to how
we had encapsulated it at our Hotel through personalised
visual content created by photographers

11. Most Engaging Posts
Total Interactions – 409Total Interactions – 503

12. Total Interactions – 183Total Interactions – 217
Most Engaging Posts

13. Most Engaging Posts

14. Most Engaging Tweets

15. Video Engagement
Total Interactions – 72
Total Views - 666
Total Interactions – 5628
Total Views - 149837
Total Interactions – 162
Total Views - 2243
Total Video Views - ~200,000

16. Sales-related Offers
Total Interactions – 160
Inaugural Offer
&
Long Weekend
Offer
Total Interactions – 398
Total Website Clicks - 5000Total Website Clicks - 3000

17. Contest
• Amritsar is a land rich in culture and history. There's
something to discover in every street of the city.
• With an objective to drive more video views and brand
awareness, we asked fans what makes them want to go and
explore the city when they visit #TajInAmritsar
Entries –
+600
Outreach -
1,357,099

18. Entries
Entries –
+600

19. Interaction with Fans & Guests
Customized responses in sync with
the Comments of our Fans

20. Facebook Interac<ons Interaction with Fans & Guests
Appreciation from fans

21. Launch Summary
• The Launch Video and personalized visual stories were well
received by Fans and Guests
• Our current engagement ratio is 7.88%, surpassing various
industry benchmarks
• Our Posts received an average organic Reach of 3000, with
average Engagements between 75-100 interactions per
post
• We have received 179 Reviews in less than 45 Days of the
opening (An average of 4 reviews a day)

22. Thank You
Digital Outreach by
www.mindshiDinterac<ve.com