The Taj Mahal Palace Mumbai is a brand that has numerous historical significance's and stories associated with it. These stories are only accessible by residents who take part in the Heritage Walk. Taking inspiration from the above, for the first time ever, the brand opened its doors to Instagrammers to experience their heritage through #TajHeritageWalk. The campaign was conducted to engage fans and followers through various stories and architectural marvels at the Taj Mahal Palace Mumbai, creating a higher digital footprint. Informing fans that the Taj Mahal Palace is opening it’s doors to 10 lucky people for a Heritage Walk, basis their reason and power on social media to create an impactful visual journey, the campaign was launched across Facebook, Instagram and Twitter. We reached out to 1.1 million users in just 20 days with an engagement of 4.5k, and an organic increase in our social media base of 1500. Instagram was the leading platform, in terms of participation and overall outreach, while Facebook received queries and interest from Guests of the hotel. InstaStories was a hugely popular medium, driving an increase in followers and interactions for the brand.

1. #TajHeritageWalk
Campaign Report

2. OBJECTIVE
To engage fans and followers through various stories and architectural
marvels at the Taj Mahal Palace Mumbai, creating a higher digital
footprint

3. CONCEPT
Taj Mahal Palace Mumbai is a brand that has numerous historical
significances and stories associated with it. These stories are only
accessible by residents who take part in the Heritage Walk.
Taking inspiration from the above, for the first time ever, the brand opened
its doors to Instagrammers to experience their heritage through
#TajHeritageWalk

4. BRAND COMMUNICATION
Informing fans that the Taj Mahal Palace is opening it’s doors to 10 lucky
people for a Heritage Walk, basis their reason and power on social media
to create an impactful visual journey.

5. Total Likes: 324
Total Comments: 173
Total Shares: 17
Total Re-Tweets: 37
Contest Posts

6. Total Likes: 2138
Total Comments: 147
Contest Posts

7. InstaStories – Information on the contest with sneak peeks of
the Heritage Walk
Total InstaStories: 9
Average Views: 1500

8. Mumbai Instagrammers Posts
Mumbai Instagrammers
Followers (across FB & Insta): 43.5k
Total Likes: 940
Total Comments: 18
Influencer Amplification - Mumbai Instagrammers

9. Total Entries:
+500
Contest Entries

10. Winners
Our Winner Announcement GIF
received 300 FB Interactions and
1K Instagram Views

11. LIVE EVENT
The winners and social media team attended the Heritage Walk, capturing the
experience live through Facebook Posts, Tweets and InstaStories as the
Associates at Taj Mahal Palace Mumbai ran us through various facets of the
beautiful property. Engagements by those who didn’t make it was abuzz with
40% of our audiences engaging in real time.

12. Live Event - Teaser Posts and InstaStories
Total Likes: 591
Total View (InstaStories): 5K +

13. Live Event – Captured via Posts & Stories
Average Views (InstaStories): 7500
Total Likes: 900

14. Live Event – Coverage on Twitter
Total Likes: 730
Total RTs: 60

15. Excitement by Fans
We received enquiries by prospective Guests booking slots for the
Heritage Walk during their stay, while we had Fans requesting for
another opportunity to be part of the walk.

16. POST EVENT
User-Generated Content has been aplenty by Influencers who were part
of the walk uploading various facets of the property constantly

17. User-Generated Content

18. IMPACT
Instagram was the leading platform, in terms of participation and overall
outreach, while Facebook received queries and interest from Guests of
the hotel

19. Total Engagement 4,590
Total Entries +500
Total Outreach 1,160,237

20. Total Reach 23,452
Total Impressions 34,022
Social Media Impact
Total Views 25,500
Total Reach 350,059
Total Impressions 858,684
Total Reach 59,010
Total Impressions 301,553

21. Total Engagement 4,590
Total Entries +500
Total Outreach 1,160,237
Campaign Outcome

22. IMPACT
• We reached out to 1.1 million users in just 20 days with an engagement of
4.5k, and an organic increase in our social media base of 1500
• InstaStories was a hugely popular medium, driving an increase in followers
and interactions for the brand
• This activity has enabled us to develop a bank of User Generated Content
• Influencers and Instagrammers selected for the walk provided us with their
feedback – stating that they would love for the Taj Mahal Palace to organize
more of these

23. Thank you
www.mindshiftinteractive.com