SPECIAL REPORT
The Instameet generated over 8 million likes and comments on Instagram and over 1,500 posts with the brand hashtag
# IndiaInstameet .
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ITC HOTELS and the
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HOTELS & RESORTS
T alk about aiming high . The goal of this campaign was to create the most engaging Instameet in 2016 with at least 50 million impressions on social . In the end , the Gurgaon , India-based ITC and Starwood ' s Luxury Collection teamed up to create a whopping 105 million social impressions , many which came from Instagram Stories , where influencers shared 800 moments that were viewed over 36 million times .
“ We realized how effective Instagram Stories can be toward communicating real-time experiences and brand stories ,” says Baldev Dhir , head of ITC Hotels ’ digital marketing and loyalty program . “ Our hotels , services and rituals , along with the destination , got massive coverage through this medium .” THE PLAN : After launching its Instragam brand presence at the beginning of 2016 , ITC Hotels noted that campaigns like # LuxuryCurator and # LuxuryInstameet had gained large amounts of traction and engagement . That led to the plan for a massive influencer meet-up throughout various cities in India , aiming to make it the world ’ s most engaging Instameet in 2016 .
Watch a promo video for # IndiaInstameet :
hotelsm . ag / InstameetIndia
THE PRACTICE : Twenty-five of the world ’ s biggest Instagrammers and media personnel , with a combined reach of 35 million followers , were picked to participate in the event . ITC also got India ’ s Ministry of Tourism ’ s on board , gaining access to monuments and logistical support , along with online push through its social media handle @ IncredibleIndia . Ultimately , influencers were taken on a week-long tour around the country . THE PAYOFF : In addition to the Instagram Stories views , some 460 snaps on SnapChat were shared and viewed 19 million times . ITC ’ s combined follower base grew by 15,000 in seven days , a hike of 33 % along with a 307 % increase in engagement on posts with # IndiaInstameet .
24 hotelsmag . com October 2017
The # IndiaInstameet had over 105 million social impressions , many of which came from Instagram Stories , where influencers shared 800 moments that were viewed over 36 million times .