The Outcome
+10M
YouTube Video Views
+12M
Astounding Campaign Reach
+18.8%
Engagement rate on Instagram
+5%
Growth in direct orders
YouTube Video Views
Astounding Campaign Reach
Engagement rate on Instagram
Growth in direct orders
TV + Digital: MakeMyTrip followed a full funnel strategy and deployed both TV and Digital media to maximize impact in their target geos.
Brandformance via Digital: They worked with Google and LS Digital to plan, buy and measure the interplay of their brand and performance marketing by scaling YouTube for awareness & consideration and app campaigns for acquisition
Target Frequency helped to build high frequencies (7-8) across non metros cities to create an impact
They over-indexed on non-skippable creatives to land their offerings around
Up to 25% discount for first time users in non-metros
No prepayment for existing users in metros
Measurement: Titan Analysis was leveraged to identify the impact of branding only, app campaign only and overlap audience cohorts