Acquisition project | Agoda
Content Loop
Why should we even think of content loop for Agoda when other platforms are focusing on providing simpler UI or Cashbacks etc. This is because no travel platform in India today is leveraging this channel actively. Travel is something people want to check out via Reels, Youtube Vlogs or family/friends stories in such a case why not leverage content loops? Remember when Indian Influencers started posting about Azerbaijan on reels? Apparently the searches for Baku and Azerbaijan skyrocketed and jumped 450%!
The Idea?!: Agoda can create a page on multiple social media channels such as Instagram, Youtube and Facebook and Re-share or collaborate the content created by Influencers, Travel Enthusiasts or even common people. Strategically the team can define the Re-sharing criteria such as Hidden Places, Not so popular countries, Travel Tips/Hacks on airlines, local etc, Unique properties with views, food and culture of the country etc. Agoda will get a readymade content mostly and people will resonate with it if they re-share common people's content too (if they tag Agoda that means they are giving consent to do so) and Travel enthusiast will get visibility. Win-win for both!
(Agoda can mention a subtle captions/descriptions in the post mentioning for best deals for the country/place - Visit Agoda App today!)
Step 1 → Nail down your content creator, content distributor and your channel of distribution.
Content Creator: Travel Enthusiast (60%) + Agoda Creative Team (40%)
Content Distributor: Agoda's Social Media Pages especially Instagram
Choice of channel for distribution: Instagram, Youtube and Facebook.
Step 2 → Decide which type of loop you want to build out.
Hook :
There can be various hooks
Messaging: Messaging can be around tips/hacks to get best deals, new country for Indians to explore, hotels with serene view, Best beach in the country to visit, Best food to have in Bali, Experiences to try in Baku
Generator : Travel Enthusiast (60%) + Agoda Creative Team (40%)
Distributor : Agoda
First, Content details of a user (me) that can be shown in content loop:
Step 3 → Create a simple flow diagram to represent the content loop.
(Understand what is already being done, what is working out well and what needs to be stopped)
Step 1 → Define the CAC: LTV ratio. If your product has a healthy CAC:LTV ratio, proceed with paid ads.
Assumptions:
- Customer Acquisition Cost (CAC) = ₹1,200
- Number of Transactions per Customer (Lifetime) = 10 (8 domestic + 2 international)
- Domestic Commission per Trip = ₹4,000
- International Commission per Trip = ₹10,000
- Gross Margin = 25%
Calculations:
1. Revenue per Customer (Total Revenue):
- Revenue from Domestic Travel = 8 trips × ₹4,000 = ₹32,000
- Revenue from International Travel = 2 trips × ₹10,000 = ₹20,000
Total Revenue per Customer = ₹32,000 (domestic) + ₹20,000 (international) = ₹52,000
2. Gross Profit per Customer:
- Gross Profit = Total Revenue × Gross Margin
- Gross Profit per Customer = ₹52,000 × 25% = ₹13,000
3. Lifetime Value (LTV):
LTV = Gross Profit per Customer - Customer Acquisition Cost
LTV = ₹13,000 - ₹1,200
LTV = ₹11,800
Final LTV Calculation:
- The Lifetime Value (LTV) for a customer, considering 10 transactions (8 domestic + 2 international), would be ₹11,800.
- The CAC to LTV ratio is approx 1:9
Step 2 → Choose an ICP
We will focus on ICP 3 for Paid Ads
Step 3 → Select advertising channels
Step 4 → Write a Marketing Pitch
Agoda Marketing Pitch for Female Travelers (25-30)
Discover the Perfect Getaway with Agoda: Your Dream Vacation, Tailored to You
Are you a modern woman who balances work, fitness, and the thrill of travel? Whether you're seeking a relaxing beach resort to unwind or an exciting city escape with your loved ones, Agoda makes it effortless to plan and book your next getaway.
With Agoda, you can:
- Relax in Comfort: Choose from a wide range of luxurious hotels with top-notch amenities, perfect for unwinding after a day of exploration.
- Explore the World: From city-specific destinations to nature retreats, discover the best locations that suit your adventurous side and your need for relaxation.
- Seamless Booking: With a simple, user-friendly app and exclusive deals, planning your next trip has never been easier.
Whether you’re craving a beach retreat, a nature resort, or a vibrant city to explore, Agoda gives you the best of both worlds. With us, you don't just book a hotel—you unlock unforgettable experiences, from delicious local food to thrilling adventures.
Agoda is here to transform your travels into cherished memories.
Step 5 → Customize your message for different customer segments to ensure relevance
Let's divide this ICP basis the travel behavior and hobbies of this ICP:
- The Luxury Seeker
- Nature Enthusiasts
- Urban Explorers
- Family Vacationers
- Food and Culture Explorers
- Influencers
Pitches Basis the different customer segment for the same ICP:
The Luxury Seeker
"Looking to travel in style? With Agoda, experience five-star luxury wherever you go. From world-class hotels to premium amenities, enjoy comfort, relaxation, and service at its finest. Your dream vacation is just a booking away. Discover luxury with Agoda—where your getaway feels like a five-star experience every time."
Nature Enthusiasts
"Craving some fresh air and wide-open spaces? With Agoda, explore nature's best-kept secrets. Whether it's serene beaches or breathtaking mountain resorts, we've got the perfect getaway to help you disconnect and unwind. Nature is calling—book your peaceful retreat with Agoda today."
Urban Explorers
"Ready to dive into city life? Agoda brings you closer to the heart of the world’s most exciting cities. From the best shopping districts to vibrant nightlife, find your perfect city escape. Explore urban jungles, local culture, and all the adventure you can handle. Stay smart, stay close, with Agoda."
Family Vacationers
"Planning your next family getaway? Agoda has you covered! Find the best family-friendly hotels and activities that everyone will enjoy. From safe, comfortable stays to fun-filled adventures, make memories that last a lifetime. Your perfect family vacation starts with Agoda."
Food and Culture Explorers
"Travel for the taste, the culture, and the experience. With Agoda, you can discover the world through food and authentic local experiences. From street food to fine dining, explore new flavors, sights, and sounds. Your next culinary adventure awaits—book with Agoda and make your tastebuds travel."
Influencers
"Are you ready for your next Instagram-worthy getaway? Agoda helps you find the most stunning, photogenic stays for your next travel content. From sleek city hotels to beautiful nature resorts, turn every trip into a picture-perfect moment. Share your journey with Agoda, and let the world see where you’ve been."
Step 6 → Design at least two ad creatives (e.g., images, sketches, videos, text ads) that reflect your marketing pitch.
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