The document discusses the power of content marketing through a case study of a video campaign by ixigo. The campaign was executed with near zero budget but achieved massive success. The video received over 43 million views and 1.1 million shares on Facebook within 10 hours of launch. It went viral and was shared extensively on Facebook and Whatsapp, receiving over 30 million total views. The video reached 25% of Facebook users in India and became one of the most shared branded posts in India that year, winning several awards.

1. The Power of
Content Marketing
-
Aashish Chopra
(Head, Content Marketing)

2. Challenge
To execute a content strategy that catapults
ixigo towards a larger reach at near zero
budgets and become a growth hack.

3. The video smashed all previous
benchmarks crossing a million views within
the first 10 hrs!
Current Stats:
• 43 million views
• 1.1 million shares
• 150+ million news-feeds reach
• added 175,000 new Facebook fans
• skyrocketed app installs for ixigo
Video Highlights
Video Link

4. The video hit a million views within a week
and was made on near zero budget.
• The video has been viewed 5+ million
times
• It was picked up by NDTV and featured
on their homepage, organically
• Resulted in a 300% increase in
engagement on our Facebook page.
Video Highlights
Video Link

5. The video went crazy on Facebook and
Whatsapp, being shared among groups.
• With multiple Facebook pages sharing
it, the video has clocked 30 million
aggregated views
• Featured on popular international blogs
around the world.
• Call to action buttons resulted in 5%
CTR
Video Highlights
Video Link

6. The video reached 25% of Facebook’s
user base in India at the time. The first
biggest viral for ixigo, all organic.
• Asia’s most shared branded Facebook
post in 2014 (Campaign Asia)
• Nominated for Best Viral Campaign of
the year - IAMAI Awards
• Won Best Viral Campaign - DMAI
Awards
Video Highlights
Video Link

7. Video Numbers Sheet

8. 40,000+ shares on
Facebook
Reached
20 million news-
feeds on
Facebook, and
100,000+ shares
Featured by NDTV
on homepage on
Day 2 - Organic
Featured on
Slideshare, top in
travel category
Visual Content Highlights - Organic
Link Link Link Link