In an age where video dominates every medium. Mahindra Holidays mapped the end to end customer journey from being a prospect to becoming a member and created multiple video assets for each stage. For prospects, based on where they were in the buying journey, product awareness videos were created, highlighting the USP and then showing them an offer that would appeal to them.
For each stage, different video content was created. The distribution of these was based on which channel the prospects were on, what they are searching for, which device they are using, previous interactions with the brand, etc.
Also some shortlisted topical events like world tourism day, family day, women’s day, coffee day, etc. which have a high brand fitment and created
video content around those.
Thus achieved to meaningfully engage with prospects and show them engaging and informative content in the best way possible. This helped members decide where to holiday and help them select the right destination and helped effective retargeting and location-based targeting. With videos shared more than 80,000 times across channels, this strategic effort resulted in an increase in purchase intent amongst prospects by 10%.