Yatra: Initiating and engaging in conversations with customers

Facebook has opened a completely new marketing channel for Yatra to have a

two-way communication with our customers, drive traffic to our online booking

application, and promote our exclusive deals. We’ve been very pleased with the

amount of new business and revenue we’ve been able to drive from our Facebook

Page

Goals

For their advertising campaign on Facebook, Yatra wanted to:

Engage with fans and acquire new customers

Develop its Facebook Page into a fully operational sales channel

Create strong brand credibility

Approach

The travel portal built a Facebook Page around the “Happy Travelers” theme:

Cover picture is a collage of “happy” pictures sent in by their customers

The Messages feature is used to respond to customer enquiries and emails

Tabs are used to run cross-promotions with other brands that deliver added-value to their

customers

Yatra ran Facebook Ads to create a base of loyal fans:

Specific groups of users who are very likely to be interested in Yatra were targeted with

the ads

Promotion-based ads directed users directly to specific Page tabs

Yatra engaged with its fans through its Facebook Page by:

Responding to customer queries within 12 hours

Posting special offers and promotions on the Page

Hosting apps like the “Happy Travel Jigsaw” where fans can solve puzzles

Posting interesting tidbits about travel destinations

Yatra amplified its reach on Facebook by:

Targeting friends of fans with its ads

Running sponsored stories to increase Page Likes

Results

INR 1.5 million/month generated from Facebook

150K+ users see content from the Page every day

1,500 stories are created by Page users each day

About

Yatra.com is a leading online travel company in India.

facebook.com/yatra