BookMyShow recently roped in influencers and asked them to share their memories with their fathers on the occasion of Father’s Day.
The online ticket-booking platform onboarded influencers like Sahil Bulla and Arun Singh to talk about their first 'outing' with their dad.
BookMyShow further encouraged viewers to share their favourite memories using #pehlioutingwithpapa, and took the campaign to UGC (user-generated content) route. The winners of the campaign stood a chance to win BookMyShow's vouchers.
According to the brand, the campaign received phenomenal results across Facebook, Twitter and Instagram. "The impactful thought behind the campaign along with resonance, humour and nostalgia-filled experiences shared by influencers resulted in an overall reach of over 600,000 with the engagement rate surging across the board beating industry standards," said a spokesperson from BookMyShow.
Sharing the brand's outlook towards influencer marketing, the spokesperson said, "Influencer marketing has been a very targeted tool in how we envisage and enrich our content marketing strategy. At BookMyShow, our influencer marketing strategy involves selecting specific influencers who resonate with our brand ethos, thereby acting as advocates for the brand for very select campaigns and initiatives. "
"This is unlike a blanket approach that may rope in large-scale names on the back of mere numbers on following and reach, not always resulting in effective outcomes. This allows us to tap into the larger, varied follower base of these key opinion makers which effectively translates into increased engagement with BookMyShow," he added.
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