Tour de Farm Social Media Case Study
Tour de Farm Company Profile
Tour de Farm is the only website in India that is dedicated to the promotion of agro-tourism and countryside accommodations, activities, and supporting farmers and rural India to reach out to the urban community. Tour de Farm aims to boost a minimum of 1 lakh visitors per month as results show that people consult the internet while seeking a recommendation for the perfect holiday getaways. Tour de Farm enables urban visitors to plan their countryside holidays, Farmstay, pilgrim visits, countryside adventures, and much more with just one click away. Staying in the countryside provides you breath-taking sceneries and incredible experiences which are enhanced by beautiful rural farms. Nature enthusiasts will now be able to find the ideal holiday experience with their smart Farmstay search engine. Yashus helped them build a strong brand image in the agro-tourism and eco-tourism market.
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Challenges:
- The main aim here was to try and increase their brand awareness as much as possible through social media marketing to give them an edge in the agro-tourism and eco-tourism market.
- The online audience was not able to engage with the brand name since they were unaware of their excellent initiative.
- Leveraging the web to create a strong brand personality and to help the online audience engage with the band by using simple and familiar content.
- People are usually not very open to experiential vacations therefore it was crucial to portray the right kind of image and information about Tour de Farm and convey the message that agro-tourism is more of an activity-based holiday experience.
- To make the concept of an online agro-tourism portal popular amongst the common audience and positively showcase the benefits of agro-tourism.
Solutions:
- In order to increase the share-of-voice, we studied the social landscape to find out who was talking about experiential vacations, agro-tourism, or eco-tourism or what they were saying and tried to match it with the brand.
- Based on the current trends and social media algorithms, we created an extensive social media calendar that contained attractive images for different Farmstays and targeted content which expertly put forth their brand name and what they aimed to promote.
- We pin-pointed the brand strengths and challenges in the marketplace and built their persona with the help of different social tools.
- We used a layered targeting technique to analyse the audience response, identify the interested audience amongst social media users, and subtly direct them towards the website or provide them with more information about Tour de Farm.
- We followed industry experts on Twitter, joined various target groups, and initiated an exchange of ideas along with posting relevant, engaging posts across social media channels.
- We also published 10 blogs every month based on the trending topics in agro-tourism.
- To make sure that each campaign achieves the targeted interest and reach it deserved, our teams ran a range of Facebook paid advertising campaigns.
Results:
- We received 1700 likes in a week after the Facebook Ads campaigns were successfully run, which helped in engaging Tour de Farm’s responsive demographic.
- Driving nearly 5,500 clicks to the campaigns, these ads provided the foundation for the success of our Facebook activity at every stage.
- To guarantee the positioning of Tour de Farm as an agritourism expert, we got in touch with 5 influential industry experts and travel bloggers, offering them free weekend trips in return for wide coverage.
- Reaching a combined audience of 10,000, our social media efforts provided a significant increase in awareness for Tour de Farm’s range of agritourism centres amongst a very targeted and interested demographic.
