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 Digital Marketing Strategy for OYO Rooms by Anurag Gawande and Ratul Ramchandani
OYO
Enter for an experience
2013
Ritesh Agarwal founded
OYO.
Now
Over 8500+ hotels, across
230 cities.
Location
India, Malaysia and Nepal.
Goal
Change the way people
Stay away from home.
Offers
Hotels, Holiday packages
And Banquets.
B R AND T I M E L I N E
Hi INDEX
Lets unfold the great mystery
360 degree marketing
Traditional media Digital media
Print
Television Google ads
Social
media
Website &
App
Hoardings on the hotel for branding.
Hoardings for the campaign
#AurkyaChahiye
Transit Ads
TVC’s for #AurKyaChahiye campaign
Social Media
Website App
Google ads
Book Hotels in Kochi, Tariff @ 838 Rs.
Call 072900 71739 - OYO
Book Hotels in Manali, Tariff @ 570 Rs.
Remarketing
Push notifications for app engagement.
In App remarketing
Social media remarketing
No H1 header on the site.Title Tag and Meta description should use keywords.
Keywords the brand is known for.
Types of backlinks
Reduce the amount of request
Facebook
Posts
Location based posts
Progress of the
organizationPromotional posts
Instagram
posts
Similar posts as Facebook
Pictures shared by the travelers
Festive posts
Pinterest
Post
Creative posts
Various campaigns
More relativity than posts
on other social platforms
Twitter posts
CSR and social work
Awards and Events
Similar promotional posts
Campaigns
#AurKyaChahiye – The
first 360 degree
campaign. Showcases
and emphases on
“Rooms at 999 Rs.”
#OneforEveryone – This
was more of a video
campaign, were the
brand came out with 8
short ads showcasing
the types of people that
they serve to.
#OYOnauts – The was
more of a contest than a
campaign. One had to
submit their travel story
with pictures and the
winner would get a
sponsored trip from the
brand.
Keywords to rank for
Mood Board
ASO – App Store
Ranking in
top 20 for
keywords in
App Store
ASO – Play Store
Ranking in
top 10 for
keywords in
Play Store
Competitors
Local Global
490,09710,099,988 490,097
2.5M
8900
93k
433,607
18k 11.6k
28.8k
6.1k
68,176
70.5k
30k
80,981
Influencer/celebrity posts
Location based post
A different Diwali
#NotYetTrending
Contest
#LiveThere
Travelers vacation ad film
Promotional posts
Social cuase
#Maacampaign
Rakhi gift card
#Travellike
SEO comparison
Target Audience
Set
1
Set 3Set 2
Teenagers 19 - 22 Adults 28 - 35Young adults 23 - 27
Income – Pocket money Income – 10 – 12 lakhsIncome – 20,000 –
30,000
Student
Designated
working post
Freshers and
working
professionalsUpper middle class
Upper middle
class
Upper middle
class, High
class
Tier 1 – Tier 2 cities
Tier 1 – Tier 2 – Tier 3
cities
Tier 1 – Tier 2 cities
Average 4 hours on
social media
Average 2 hours on
social media
Average 1 hour on
social media
Sample
Audience
Name – Austin
Dsouza
Age – 20
Income – 2000 / week
Gender – Male
Location – Mumbai
Interests – Road trips,
Parties.
Spending habits – Avid
R D National college, Mass media
student
Profession – student
Name – Gauri
Sharma Age – 25
Income – 28,000/-
Gender – female
Location – Mysore
Interests – short trips, hill
stations.
Spending habits – Wisely
Infosys ltd.
Profession – Software
engineer
Sample
Audience
Name – Ratul Ramchandani
Age – 30
Income – 18L per annum
Gender – Male
Location – Bangalore
Interests – Travelling abroad and remote
India
Spending habits – Planned
Amazon
Profession – Data Scientist
Sample
Audience
SEO Suggestion
Minute to win it – App download
• Fill up the form on Oyo website within a 1
minute
• First Name
• Last Name
• Mobile Number
• Email Id
• Age
• Verify via OTP
• Get Unique code via Email and SMS
• Redeem the code in App in the next 24 hours –
Get Rs. 500/- as wallet cash.
• Valid for first 1000 registrations.
• Landing Page -
https://rtechsportus.wixsite.com/oyom2w
Campaign 1
Destination Office – Corporate
• A new concept – Create a cult – Creating a
new category
• TG – Corporate HRs
• Platform – LinkedIn + Emails
• Sell a package of work from a destination
location –
• Package of 7 & 14 days for teams 10+
• Infra provided by the resort / hotel
• Timing of the campaign –
• Beginning of financial year – when budgets
are decided.
• Duration – 1 week.
• End of every quarter
• Duration – 1 week.
Campaign 2
Oyo Mates – Contest
• TG – Youth – 20 to 25 (18 - 30)
• Platform – Instagram
• FB Lead gen – Register for program
• See the list of people traveling to the same
destination on the App
• Click the “I would like to travel with you”
button (Like Tinder Right Swipe)
• If profile matches – chat and make Oyo
memories.
• Timing of the campaign –
• Before college vacations
• Feb to April
• Duration – 3 months
Campaign 3
Creatives
Blog Campaign
• 5 part series of regions of India - South of India, North East, West
India, Central, Top Cities
• Content
• Things to do
• Places to visit
• Food & Culture
• Weather
Influencers
Mumbiker Nikhil
Youtuber
Daily vlogs and
motor vlogging.
694 k subscribers
Huge teenage
fanbase as well as
genuine quality
followers.
The #OYOrider campaign will be promoted with
Mumbiker Nikhil.A free hotel stay will be provided to the influencer on his journey. This
will be the new biker-friendly hotels by OYO
Mumbiker Nikhil charges anywhere between 80,000 – 1,20,000 for a
sponsored video.
Influencers
Shivya Nath
Travel blogger
Covers various
aspects of
travelling.25k Facebook likes
Moderate but
genuine followers.
Amazing reach as a
travel blogger.
The #DestinationOffice package will be
given to Shivya Nath.
A free work vacation will be provided to the influencer. In order to get a
feedback on how it feels to work outdoors.
Shivya Nath charges anywhere between 15 – 20 k for
a blog.
Influencers
Prajakta Koli
Youtuber
Daily vlogs and
Sketches.
457 k subscribers
Huge teenage
fanbase as well as
growing youtuber.
The #OYOMates campaign will be tried by Priyanka Koli.
A vlog about the trip will be made by the influencer. This will spread the
message of a solo girl travelers safety.
Priyanka koli charges anywhere between 40 – 45 k for a sponsored vlog.
Media Plan
Facebook ad for the #M2WChallenge
Aiming to the first 2 Target audience set.
Facebook Ad
46,500 Rs/ month
Linkedin ad for #DestinationOffice
Media Plan
Aiming to the 3rd Target audience set.
Linkedin Ad
45,000 Rs/ month
#OYOMates
Book
Choose
Chat & Travel
Media Plan
Google Display ad for the #OYOrider
Influencer campaign.
Google Ad
Display ad creatives
Twitter Ad
Online Reputation Management
Quora
Twitter
HolidayIQ
Travel blogs
Online Reputation Management
Sourc
es
Share of Voice
THANK
YOU
Anurag Gawande
Ratul Ramchandani

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