British Airways Social Media Campaign

1. Group #21

2. Issue at hand:
 Instead of having more number of ‘going-in’ UK seats, BA was losing the
share to Emirates
 Primary reason was found out to be disconnect with new clients
 Brand association was with old-age couples (younger generation did not
prefer to fly BA for its image)
 Older/loyal customers did still prefer to fly BA but since the market was
growing hence they only accounted for a fraction of the total potential
customers

3. Market Insights
 28% of the target market was present on social media
 Hence the new campaign to generate buzz and to evoke interest in BA
had to be drive through social media
 Customers are from a rage of people who have hectic lifestyle and
relationships suffer because of the same
 Such customers get 'us' time through vacations abroad since they get to
see a new facet of their partner over such vacations

4. Proposed solution
 Sometimes you need to go far to come close. You need to leave in order to arrive
 A video was shot where a couple was sent on an all expense paid trip to London
 Video released on valentine's day and was launched only for online consumption
 Plan was to hit the emotional quotient and they hit the bull’s eye
 User interaction was created on Facebook 'how close are you?' where partner
compatibility was checked via quizzes
 3 winning couples were given return ticket to London
 Hashtags (#MrAndMrs) were used and blogger engagement activity to spread
awareness and evoke interest

5. Solutions Contd.
 Website received near 20,000 visits with over 80% new visitors
 Video received over 20,00,000 views
 Campaign generated ticket sales worth Rs.72,00,000/-
 In addition to this #visitmum was launched
 A three day film extravaganza to commemorate 100 years of Indian cinema
 British Airways launched its latest 'To Fly. To Serve.' campaign globally including
in India, to highlight its on-board services and product offerings

6. Facebook Presence

7. Facebook: Get Closer

8. Twitter Page

9. Recommendations
 London ranks 4th in the outbound travel from India. Most of travel from India
comes from Business rather than leisure travel
 BA should also focus on students traveling to UK because these students are
business leaders of tomorrow
 Each couple traveling via BA could be asked to shoot their individual videos and
best videos should given a discount on their next BA travel
 There should be a couple of the month award
 Couple that was used in the video , they did not represent the young couples in
India
 Couples having misunderstanding between each other could be shown to have
sorter out issues and gotten closer to each other over the trip