According to SimilarWeb, in 2023, bus booking websites garnered over 1.5M monthly visits, with passengers between 18 and 54 years old planning their getaways at popular destinations across Malaysia.
Organic Search, Paid Search, and Direct are some of the top marketing channels directing higher traffic, engagement and successful bookings on the websites.
Since the second quarter of 2022, with the rise of travel content on social media platforms in Malaysia, bus travel companies are taking this tremendous opportunity to reach a wider audience through Influencers.
Let’s look at how Easybook was able to collaborate with potential Influencers, via Involve’s network.
Situation
Increase brand visibility in Malaysia
Easybook is the largest online booking platform in Southeast Asia that offers various travel tickets to help travel enthusiasts and budget travellers connect to wondrous destinations with frequent discounts & promotions.
Supported by Involve Asia, Easybook strategically collaborated with influential social media personalities to utilise their reach to showcase Easybook’s distinctive travel offerings and engage a wider audience across Malaysia.
Having influencers recommending Easybook to their followers:
- Expands reach and engagement on social media platforms
- Boosts customer loyalty with new & existing customers
- Increases customer stickiness on the Easybook website & app
Solution
Collaboration with Influencers
Each travel Influencer (10 in total – 3 Micro and 7 Nano) posted one Instagram Reel and one Instagram Story during Easybook’s “Travel with Ease, Book with Easybook” campaign.
The campaign, which ran from 22 August to 18 September 2023 aimed to engage with audiences between 15 and 34 years old, as they are the most frequent travellers among other age groups.
These influencers showcased their originality and creativity on their Instagram content, emphasising the joy of travelling with Easybook. They performed the following:
- Encouraged followers to download the Easybook app
- Invited followers to enjoy savings and rewards from Easybook
- Used promo codes – 52% Off for new customers
- Promoted popular getaway destinations
- Explained how to make bookings on the Easybook app
They also add suggested campaign hashtags and links to their Instagram Reels and Stories to track the Influencers’ performance.
Result – Increased engagement rate on Instagram content
Total engagement increased by 2.74x while engagement rate increased by 2x above the projected results for the “Travel with Ease, Book with Easybook” campaign.
60% of Influencers achieved a better engagement rate than the historical engagement rate.
Therefore, it gives Easybook the opportunity to expand its influencer marketing strategy by getting Influencers more involved in creating a more significant impact on other social media platforms such as Lemon8 and Xiao Hong Shu.
Interested in increasing your brand awareness on social media through top-performing influencers based on your campaign objectives?
Contact [email protected] & [email protected], and our team will provide media solutions to bring your content to life in the media market.
