client case study: bmibaby and Instagram

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Not only were bmibaby one of the first airlines to join Instagram, they have led in innovative ways that it can be implemented during the fast growing images sharing revolution. Over the last three …

Not only were bmibaby one of the first airlines to join Instagram, they have led in innovative ways that it can be implemented during the fast growing images sharing revolution. Over the last three months, bmibaby have run a series of competitions to engage, inspire and reward their customers and potential customers within this social network (which is nearing 10 million users!).

With the help of regional Instagramers communities, bmibaby have created visual destination guides of Italy and Germany, rewarding those contributing to the guides with free flights. Ultimately, visual destination guides of all bmibaby destination countries will be created to inspire their whole fan base.

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  • 1. bmibaby case study: #MiaItaliaMonday, 19 September 2011
  • 2. Contents • Background • The bmibaby brief • The rise of Instagram • Our campaign: #MiaItalia • Results and learnings • The evolution of the campaignMonday, 19 September 2011
  • 3. We are a social media ideas agency affiliated with top ten ad agency DLKW Lowe We find clever ways in which online social tools can be integrated into brands’ communications strategies We started work in Feb 2010. So far in 2011, we’ve won six awards - including the Digital Impact Award for best use of digital in the travel sector: For bmibaby bmibaby is the first client we won! About Rabbit BackgroundMonday, 19 September 2011
  • 4. We are a small (fleet of 14) UK based low fares airline We fly to 39 European destinations We use our size to our advantage - we want to put the fun in flying and inspire our customers to travel About bmibabyMonday, 19 September 2011
  • 5. Our campaign history • Year one: robust customer service along side small scale creatives • #FFFF • Twitter Q&As • Travel Expert Panel • Year two: customer service function moving in-house focus move to larger scale creative tactics • Social Media Loyalty Card • Visual Inspiration Guides • bmibaby LIVE! • Grand Tour of EuropeMonday, 19 September 2011
  • 6. The bmibaby brief • Work together with our online community to inspire our customers to travel • Priority route focus • Work with international tourist boards • Airline first, in the increasingly competitive social space! • Cross platform and able to be brought to life offlineMonday, 19 September 2011
  • 7. Photo sharing social network Approaching 10 million users worldwide Works on Apple iOS devices (iPhone, iPod Touch, iPad), but Android version in the works Almost the same no of users as Foursquare, which is cross-platform. Gained in Half the time The rise of InstagramMonday, 19 September 2011
  • 8. Instagram • Not just the usual suspects! • Highly engaged community • Integrates: Twitter, Facebook, Tumblr, Foursquare, Flickr, Posterous, Foodspotting - the fastest growing photo-sharing source on Twitter • Early adopter brands embracing: Starbucks, Burberry, ASOS, Moby • In airlines - BA present, using mainly as visual news feed. easyJet created feed 3 months ago, but has done nothing since the 1st two postsMonday, 19 September 2011
  • 9. 104 Instagramer communities (and growing every week) Users identify themselves as part of these regional communities by tagging their pictures eg #IgersLondon Coordinated by the main Instagramer feed run by @philgonzalez Presence on Twitter, Facebook and offline Instameets Instagramers or ‘Igers’Monday, 19 September 2011
  • 10. Creative challenges are common Launched by users, community feeds and brands Simple, to avoid language and tech barriers Often hashtag lead My favourite: @joshjohnson Creative challenges!Monday, 19 September 2011
  • 11. Bringing Instagram to life outside of the app • New apps, browsers and tools every week! • Instagram edit suite: Iris, Square Ready, Phonto • Evaluation: Statigram (private message functionality) • Browsers: Instagallery, Instagrid and WebstagramMonday, 19 September 2011
  • 12. Statigram - a hugely useful (free) tool • The ‘basic’ stats (followers etc) • Most popular pics • Time of day to post • Most engaged followers • And more!Monday, 19 September 2011
  • 13. bmibaby & Instagram communities: The Idea • Working with a different regional Instagramer feeds each month we ask the communities to help us create visual inspiration guides in exchange for flights! • Simple message: Tag the beautiful sights of Italy to win flights! • Each month a different priority route focus • The community decides the monthly winnersMonday, 19 September 2011
  • 14. Getting started: the bmibaby feed • Feed set up • Regular Content • Cross post to existing social channels • bmibaby community tag: #bmibabygram • Started building relationships with Instagram community managersMonday, 19 September 2011
  • 15. Show us the beautiful sights of Italy! #MiaItaliaMonday, 19 September 2011
  • 16. Who won? They decided!Monday, 19 September 2011
  • 17. miaitalia: winner reaction Yay! Im ecstatic! Thank you so very much! dutchie68!- about 18 hours ago @dutchie68 congratulations!!! ilarysgrill!- about 18 hours ago @ilarysgrill thank you! dutchie68!- about 18 hours ago Not yet but Ill find out how I can right now! dutchie68!- about 18 hours ago That was easy, Im now (I think)! dutchie68!- about 18 hours ago @dutchie68 congrats!!! ;))) enjoy your flight!! igersitalia!- about 18 hours ago @igersitalia thank you very much! dutchie68!- about 18 hours agoMonday, 19 September 2011
  • 18. miaitalia: results - entrants #miaitalia Entrants at week 1 1,000+ Entrants at week 2 1,600+ Entrants at week 3 2,300+ Continued growth of 3,000+ images communityMonday, 19 September 2011
  • 19. Chapter One: #MiaItalia Still growing all the time thanks to the community Soon to sit as chapters on the bmibaby blog, alongside #MyGermany! Visual inspiration guidesMonday, 19 September 2011
  • 20. Visual inspiration guidesMonday, 19 September 2011
  • 21. AND NOW.......mygermany!Monday, 19 September 2011
  • 22. Results so far! #miaitalia #mygermany Entrants at week 1,000+ 1,600+ 1 Entrants at week 1,600+ 2,000 + 2 Entrants at week 2,300+ 2,600 + 3 Continued growth 3,000+ images TBC of communityMonday, 19 September 2011
  • 23. Why did this campaign work? • We worked with an existing community rather than just release a competition out into the wild. We won their trust to avoid looking like another brand jumping on the latest bandwagon • There is a brand tie-in (bmibaby countries, the idea of travel and discovery), but bmibaby didn’t over brand it - for example neither #mygermany or #miaitalia has bmibaby in the name • It is long-term and given time to work, rather than a tactical ‘one hit wonder’ - more countries are coming up • Extensions beyond Instagram - the visual inspiration guide, used for PR / press, fed through bmibaby’s other social feeds • A benchmark of how successful this has been: Each #jj_forum (one of the most famous IG comps, running worldwide) gets around 3-4k tags, the same as #miaitalia. Moby launched a micro-site encouraging fans to tag pics #destroyed - acres of publicity, 1700 tagsMonday, 19 September 2011
  • 24. The UK’s first Instagram exhibit • bmibaby: The only brand exhibiting • Event organised by IgersLondon and IgersUK (Rabbit Agency supporting!) • Exhibit to be announced to press this week! • Instameet on Saturday 22nd at the gallery locationMonday, 19 September 2011
  • 25. Monday, 19 September 2011
  • 26. Thank you! • Instagram, Twitter and Skype: @brideyrae • Twitter: @NaomiBustin • www.therabbitagency.com • http://blog.bmibaby.comMonday, 19 September 2011