As 1st Diwali is the most auspicious & celebrated one. Being the first for us, we wanted to leverage this occasion by reaching out to the max traffic flyers during this period. The idea was to connect the occasion of the Pehli Diwali for Vistara and portray it as a celebration of sorts with Vistara’s extended family of travelers and the lives they touch. We asked people to let us know their Pehli Diwali Occasions as newlyweds, or new entrepreneurs, or new parents and own those occasions by flying people to their destination so their Pehli Diwali can be very meaningful.

Media Exposure on high engagement genres, in the middle of the purchase journey of our relevant in-market audiences, reflected in placements on Facebook & Google Search. This led to a high post engagement rate that not only helped in increasing the purchase intent & repeat visitation but winning earned impressions to our highly relevant audiences.

We promoted 3 videos with different communications but the same contest. To target the right audience and increase the brand presence in just 10 days we used a media mix of many platforms. Facebook having maximum reach and varied options of targeting was the best platform to consider. We targeted Life Events of Newly Weds, Expectant Parents and New Parents. For people with new startups we targeted those who were interested in pages related to startups on Facebook. Alongside Facebook we also utilised GDN, YouTube, Scoop Whoop and Yahoo Native Videos

Vistara’s Diwali Campaign from the 5th November to 15th November was nominated as one of the best Digital Campaigns by Digital Defynd. Within 10 days, we were able to reach 34,47,426 unique people on Facebook which resulted in 10 Lakh video views and 8,86,696 unique people taking an action on our ad. Reaching the correct audience on high reach digital platforms lead to an improvement in direct sessions by 23% within 5 days of campaign execution showing the improvement in Brand Recall. This campaign also lead to an improvement in conversions by 25.92% from the average and an improvement in conversion rate by 3.98% in lull period November compared to October which is a peak booking period.