[Portofolio] Jihan Afnan - Study Case Content Marketing - Traveloka

PORTFOLIO JIHAN AFNAN

STUDY CASE CONTENT MARKETING

AGENDA

01

02

About the brand

Goal Setting

03

04

Target Audience

Analyze Trend & Brand

05

06

Deliverables

The Idea

AGENDA

07 The Output

08 Conclusion

ABOUT THE BRAND

INTRODUCTION

Profile

Traveloka is Southeast Asia's top travel platform. It lets you find and buy all your travel stuff, like transport, hotels, fun things to do, and even money services. They've been doing this for over 10 years and have loads of options for all kinds of travel, from fancy camping to exciting trips. You can get help anytime in many languages, and they have lots of ways to pay. So, it's the most popular travel app in Southeast Asia with over 114 million downloads.

Product Flight Tickets, Hotels, Train Tickets, JR Pass (Japanese train pass), Flight + Hotel, Xperience (attraction tickets), Car Rental, International Internet, PayLater, Airport Transfers, Bus & Travel Tickets, Gift Vouchers, Insurance, Villas, Apartments.

Goal Setting

BUSINESS GOAL

MARKETING OBJECTTIVE

Acquiring 10,000 new accounts

Demonstrating TRAVELOKA's

Becoming the number 1 top-of-

uniqueness from other brands

mind brand among competitors

Encouraging people's interest in

Acquiring the first 3,000

choosing TRAVELOKA as their

customers for the recently

primary travel option

launched Solo-Trip package

Achieving a 30% Return on Advertising Spend (ROAS) from each marketing channel

CONTENT MARKETING OBJECTIVE

METRICS

Increasing engagement and

Increasing the engagement rate

profile views.

by 50%.

Increasing sales retention

Increasing Customer Retention

Increasing the number of link

Rate by 25%

clicks.

15,000 link clicks to register new accounts.

Channel Marketing: SEM, Instagram, Tiktok, Youtube

Audiece Persona

SALSABILA (SI FOMO)

JAMAL (SI SIBUK) Age: 37

Age: 23

Gender: Male

Gender: Female

Job title: Directors/Managers with over 3 years of work

Job title: Professional worker 9-5

experience.

Characteristic: Easily influenced by trends, including travel

Characteristic: Frequent business travelers, both

trends. Likes promotions and pay-later payment options.

domestically and internationally.

Pain point: Wants to go on vacation but is constrained by guilty pleasures, afraid of feeling extravagant.

Solution: Traveloka provides pay-later payment features and giveaway events.

Pain point: Seeking the most convenient purchasing and payment methods.

Solution: Traveloka offers a continually upgraded features and displays to meet the needs and comfort of customers JONI (SI RANTAU)

Our target audience comprises individuals

RESTU (SI SANDWICH GEN)

Age: 19

from diverse backgrounds, including young

Age: 27

Gender: Male

generation (Gen-MZ), out-of-town students,

Gender: Female/Male

Job title: Out-of-town students.

frequent business travelers, and individuals

Job title: Middle to lower-level employees

Characteristic: Always on the lookout for affordable

Characteristic: Gen MZ + Sandwich generation

travel before semester breaks.

Pain point: Experiencing burnout from work and in need

Pain point: As a boarding student and Gen-Z member,

of a vacation + quality time.

aiming to minimize transportation costs to the fullest.

Solution: Traveloka offers budget-friendly vacation

Solution:

packages and seasonal discounts

transportation.

seeking leisure and adventure.

Traveloka

has

various

types

of

Analyze Trend & Brand

THE BRAND

Analyze Trend & Brand

THE BRAND

According to SEMrush data as of October 1, 2023, Traveloka ranks at the top of the search engine results page for the keyword "travel."

Analyze Trend & Brand

THE BRAND

The Idea is...

Campaign “Promo Akhir Tahun, Liburan tanpa Beban!”

Meanwhile, the types of content provided can include: Unique facts and traditions from various countries in celebrating the New Year.

New Year Giveaway and Discounts 50% (Travel Gift Campaign). To hyped up this campaign, we can also crea customizable Instagram filters.

Encourage the audience to share 'Destinations to Visit in 2024'.

Most visited tourist destinations by Indonesians according to Traveloka's 2023 data.

Why? Simple: An easily understandable and timely idea that is engaging.

Unexpected: Travel destination data is unique, and Traveloka has the capabilities and resources to create it. Additionally, the Destinations to Visit filter might become a trendy and appealing thing for the audience to try.

Concrete: All types of audience personas will understand the content idea.

Credible: Recommendations for tourist destinations will be gathered from credible websites. Data for the most popular tourist destinations in 2023 comes from Traveloka's database.

Emotional: Provides inspiration to celebrate the New Year and enjoy the transition to a new year.

The Idea is...

"SoloTravel Expedika" (Content for Gen MZ) The Reference/Data Kumparan.com – Out of nearly 2,200 surveyed Indonesians by Klook, 79 percent of respondents stated they have either already traveled solo or are considering it. When comparing preferences by generation, 85 percent of Generation Z respondents (aged 18 to 24) and 80 percent of Millennial respondents (aged 25 to 39) said they have traveled solo or are interested in planning a solo trip.

Therefore, the proposed content idea is a podcast hosted by Indonesian travel influencers with the theme "SoloTravel Expedika” Why? Simple: The idea will be easily understood and appealing to Gen Z. Unexpected: This content is unique and has not been created by Traveloka/Direct Competitors in Indonesia.

Concrete: This content will relate to Gen Z who are trying to save and minimize expenses while traveling.

Credible: With an MC who is a traveler and has followers, the content will be more readily accepte Emotional: This content can become a conversation topic and spark interest in experiencing solo travel firsthand.

The Idea is...

“Traveloka Mengubah Perjalananmu” The content idea "Traveloka Mengubah Perjalananmu" is content specifically tailored for individuals who travel for purposes other than leisure, like Jamal and Joni. This content will summarize upgraded features and how to use the Traveloka app so that those who haven't tried it yet will be interested.

Why? Simple: The idea is easily understood with just one read by tech-savvy individuals seeking convenience in everything.

Unexpected: The idea is quite appealing to an audience that has long wanted to use the Traveloka app.

Concrete: All target segments will understand the provided content idea.

Credible: Updated explanations of Traveloka's features, benefits, and products will be presented.

Emotional: Sparks interest in using Traveloka because of its user-friendly features.

The Relevance Traveloka's main products are accommodation and transportation booking. Through this content, we can assist users in maximizing their use of the app and attract new customers to use Traveloka due to the comprehensive features that have been presented.

The Output

🌟 TRAVELOKA GIVEAWAY TIME! 🌟

Wujudkan impian liburan ke Korea dan buat memori malam pergantian tahun lebih bermakna! Yuk, ikutan giveawaynya.

Simak syarat dan ketentuannya: Komen sebanyak-banyaknya dengan format [Bareng Traveloka, Liburan tanpa Beban #TravelGift #LifeYourWay + tag 3 orang temanmu] Jangan lupa follow @traveloka.id Like postingan ini Bagikan ‘Destinations to Visit 2024’ dengan filter instagram Traveloka dan ajak teman-temanmu membagikan versi mereka

❤️

📸

Pemenang berjumlah 5 orang dan akan diumumkan pada tanggal 30 Desember 2023. Semoga beruntung!

🤞🎉

Link

The Output

Caption:

🎉 WELCOME 2024! Nggak terasa, tahun 2023 udah hampir

usai. Semoga kita semua bisa menyelesaikan tahun ini tanpa penyesalan dan keraguan, ya!

Mimin udah rangkumin destinasi internasional dengan perayaan tahun baru terunik, simak sampai habis ya! Eh, tapi, mimin kepo, deh! Kalian rencana tahun baruan kemana nih? Jangan lupa, booking pesawat dan hotelnya pake Traveloka, ya! Wujudkan liburan impianmu dengan diskon hingga 50%! Karena Bareng Traveloka, Liburan tanpa Beban!

✈️

Link

🏨

The Output

Caption:

🤔

Kenapa harus pakai Traveloka?

Traveloka bukan hanya sekadar platform perjalanan, tapi juga teman setia untuk mengubah perjalananmu menjadi lebih praktis dan hemat! Selama 11 tahun, kami selalu konsisten dalam memperbarui dan menyesuaikan fitur dengan kebutuhan pengguna.

✈️

🏨

Temukan berbagai pilihan tiket pesawat , hotel , dan aktivitas seru di berbagai destinasi impianmu, semuanya dalam genggaman. Teruntuk kalian yang belum menggunakan Traveloka, postingan ini akan menjabarkan fitur-fitur Traveloka dan produk yang bisa kamu beli lewat Traveloka.

🎉

Jadi, tunggu apalagi? Yuk, sambut tantangan ini dan bergabung dengan Traveloka. Jelajahi dunia dan ciptakan momen sempurna perjalananmu dengan Traveloka

❤️

The Output

Caption:

The Output

The Output

Conclusion To achieve marketing goals, it's important to have diverse and innovative content variations offered to the audience. Acquiring new customers is crucial, but maintaining the loyalty of existing customers also plays a crucial role. Traveloka can strike a good balance between these two aspects by presenting different perspectives and types of content. By designing ideas based on the already established audience personas, we can identify issues and offer suitable solutions to highlight the value offered by Traveloka.

THANK YOU! LET’S WORK TOGETHER https://www.linkedin.com/in/jihanafnan/ jihanafnan000@gmail.com

OCT 2023