Advertiser: KLM ROYAL DUTCH AIRLINES
Agency: CODE D'AZUR
Category: Best use of Social Media Marketing in a Promotional Campaign
Developer: Jimmy Bokhove (Code D'Azur)
Client: Polle De Maagt (KLM)
Designer: Priscilla De Gier (Code D'Azur)
Digital Strategist: Nik Nieuwenhuijs (Code D'Azur)
Client: Karlijn Vogel-Meijer (KLM)
Client: Koen Spiers (KLM)
Client: Martijn Van Der Zee (KLM)
Account: Michiel Van Der Linden (Code D'Azur)
Developer: Rick Schoo (Code D'Azur)
Client: Viktor Van Der Wijk (KLM)
Outcome
The concept was so successful that we use it in many different countries, tailored to local needs. Results-This social media driven sales concept resulted in a ticket sales increase of 700%.-For each euro invested payback was approximately 36 euros.-The average reach of the Social Offer campaigns was 1.1 million consumers. Even more impressive is the fact that 70% of this reach was driven by referrals of fans that invited their friends to bring down the price (earned).-For every 1000 consumers that were reached, 45 participated by either voting or sharing the campaign.
Relevancy
The objective was to engage and activate KLM’s fans, followers and of course the travel hungry friends in order to maximize ticket sales. We did that through involving our fans and travelers from the very first moment.A radical other approach than the share and win competitions we see so often.This is in line with KLM's reputation of being a strong social media brand, proven amongst others by their 24/7/365 social media service in 7 languages. On top of that, letting customers choose their own destination and influencing the price, reinforces KLM's 'Journeys of Inspiration' proposition.
Client Brief Or Objective
The return on social media isn't always obvious. Many brands turn to share & win competitions or struggle to prove any return at all.The brief: How can KLM stimulate ticket sales for destinations with low occupancy rates through social media?
Implementation
The key to return on social media is the mere essence of social media: not spamming them with offers but engaging and activating the millions of KLM fans and followers on social media. We enable the fans to create their own offer through Social Offer.(1) Through a Facebook poll, we ask our fans to choose their favorite destination. (2) Once the destination has been chosen, fans are able to bring down the price by sharing the Social Offer campaign. The more shares, the lower the ticket price will be. (3) All fans can book the self-created Social Offer.