Advertiser: KLM ROYAL DUTCH AIRLINES
Agency: ENERGIZE
Category: Social Media & Viral Marketing
Advertising campaign: AROUND THE WORLD WITH MIFFY
Managing Partner rb2: Dennis Van Marle (rb2)
Business Development Manager: Frank Padberg (Mercis)
Managing Director: Klaas Weima (Energize Amsterdam)
Account Manager: Martijn Willemse (Energize Amsterdam)
Partner PopSigma: Felix Desjardins (PopSigma)
Strategy Director: Sjoerd Goderie (Energize Amsterdam)
Project Manager: Vivian Gu (Energize Shanghai)
Account Executive: Paul Koole (Energize Amsterdam)
Designer: Rick Su (Knight Interactive)
Creative Partner (Concept): Rogier Bikker (Energize Shanghai)
Social Media Manager: Anouk Sprangh (KLM)
Producer: Daphne Story (Story Productions)
Interaction Designer: Niek Van Wingerden (Energize Shanghai)
Designer: Paul Duijser (Energize Amsterdam)
Copywriter: Seven Tang (Freelance Copywriter)
Photographer: Edo Kars (Edo Kars Photography)
Copy: Elizabeth Wang (Energize Shanghai)
Brand Communications Manager: Natascha Van Roode (KLM)
Creative Director (Concept): Richard De Jong (Energize Amsterdam)
Implementation
KLM’s newest crewmember, uncle pilot, took miffy on a trip around the world. Miffy started her journey in Amsterdam, followed by Rome, Paris, Barcelona, London and a sunny destination that remained secret for most of the campaign: Rio de Janeiro. Miffy’s traveling adventures were captured in 25 videos, thousands of photos and over 1000 Chinese social media posts. Followers who engaged in the many games, quizzes and online activities had a chance to win KLM and miffy co-branded prizes. Chinese key opinion leaders living at the destinations helped spread the word to over 175 million people on Chinese social media.
Client Brief Or Objective
The campaign aimed to increase the brand awareness of KLM Royal Dutch Airline in China and increase in fans on the KLM social media channels in China. By partnering with miffy KLM found an inspirational character for its communication in China. The two brands share many of the same brand values as well as their Dutch heritage. What’s more, miffy proved to be popular among the female audience that KLM wanted to reach. This was the foundation for this Chinese brand campaign that ran almost entirely through social media.
Outcome
With over 4.2 million video views, 518.000 reposts, 137.000 replies, more than 850,000 website visits and coverage in Chinese and global media the campaign became a great success. Ultimately, the number of fans on the Chinese social media channels KLM increased by over 88,000 and the spontaneous brand awareness of KLM increased to 2.7% (was 0.9% prior to the campaign).
Execution
KLM aims to inspire people through the brand promise “Journeys of Inspiration”. We used miffy’s travel experience as one of the journeys of inspiration with KLM. With 25 videos and thousands of photos, this campaign is a good example of the use of relevant content in activation campaigns. Moreover, we could integrate the localized on board services of KLM in a fun and relevant way. Since all Western social media channels are blocked in China, we faced the challenge to optimize communications for all Chinese social media channels. A perfect starting point for future communications in Asia.