MakeMyTrip boosts the homestays category with AQI-triggered personalized ads

CASE STUDY

"DeltaX has been an excellent technology partner in enabling us to execute personalized messaging based on real-time AQI triggers at scale. Their advanced tools and expertise helped us achieve impressive results and reach our target audience effectively."

Cities

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CTR

Challenge

MakeMyTrip wanted to increase its homestays category in Northern India by launching personalized messaging based on the Air Quality Index (AQI) within each city. The challenge was to find a technology partner who could set up live triggers, execute real-time personalized ads, and optimize campaigns at scale.

Solution

MakeMyTrip partnered with DeltaX to launch a campaign in 14 cities using AQI triggers and real-time personalized ads on Facebook and Instagram. DeltaX Signal2Ads was used for the AQI trigger-based campaign. When the AQI reached a certain range, creatives specific to that city and range were launched in real-time. DeltaX Optimizer’s AI-driven algorithms were used to pace and optimize these campaigns across different segments in conjunction with Facebook Campaign Budget Optimizer. DeltaX Insights provided live monitoring dashboards, performance alerts, and automated reports.

Results

In one month, MakeMyTrip was able to achieve 10 million+ impressions, and a 23% increase in engagement compared to the conventional campaigns. The exposure of the Homestays segment among customers across cities was immense, and the real-time triggers and personalized messaging helped boost engagement and conversions.