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vistara


ORM / Social Media Management

Vistara is a joint venture of Tata Sons Limited and Singapore Airlines Limited (SIA). In addition to Economy and Business class, it is the only airline in India to offer Premium Economy. Vistara serves 27 destinations (including 3 international destinations namely Dubai, Bangkok and Singapore) with over 1200 flights a week and a fleet of 23 aircrafts. Vistara has already flown more than 15 million happy customers.

Objective

A brand as lucrative and dynamic as Vistara demands its online presence be managed keeping in mind its persona of a premium brand. With the objective of increasing user-engagement and developing a personalized and positive aura around the brand, we took on the task of communicating with customers through mentions across all social media channels. Intricately fabricating the brand specific hashtags, we connected with Vistara's customers in suitable and amiable fashion keeping Client's tonality in mind.

Execution

Since Vistara flights operate round the clock, we aimed to connect to customers on an almost real time basis. To ensure maximum engagement, the team of dedicated copywriters worked for more than 16 hours a day, seven days a week. The idea was to make customers connect to people even on social media platforms and not with automated bots. Not having any repository of pre-fabricated replies but instantaneous and impromptu communication with customers helped in building a rapport for the brand. Tweet Impressions on Twitter increased by more than 400% in less than 6 months!

Reporting

We studied analytics deeply on the website, social media channels and social analytics tool. We prepared extensive reports on the changing data analytics scenario on various social media channels like Facebook, Twitter and Instagram. These reports had a two way approach which helped our client understand the strategy of competitors as well as internal escalations within the system. Based on those reports, we provided insights and made recommendations to further increase user engagement.