The Rabbit Agency presentation


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The Rabbit Agency's co-founder and head of social Bridey Lipscombe's presentation at Gorkana's PR Gold panel event

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The Rabbit Agency presentation

  1. 1. Rabbit Agency Campaign: My Europe
  2. 2. Today’sPresentation•  The client, the campaign & our awards•  Instagram & the visual web•  The brief•  The campaign•  The results
  3. 3. bmibaby, are a small (fleet of 14) low fares airline based in the UK who fly to 39 destinations around Europe They like to use their size to their advantage, inject the fun in flying and inspire their customers to travel Our Instagram campaign #MyEurope has won 1 and two shortlists & is awaiting the results of 2 industry award nominations..The client, the campaign and the awards!
  4. 4. Instagram is a photo sharing social network it is also the worlds largest mobile only international social network with over 56.2 million users Launched in Oct 2010, purchased by Facebook for $1bn in April 2012 Instagram integrates Twitter, Facebook, Tumblr, Foodspotting, Foursquare, Posterous and Flickr Available on iPhone and Andriod devices What is Instagram?
  5. 5. Early adopters, not the usual Early adopters, not the usual suspects suspects Engaged users, in Engaged users, in March at SXSWKevin Systrom said that SXSW Kevin Systrom said that 2/3 of all users had logged on 2/3 of all users had logged on the previous day! the day! User stats XXX Early adopter brands included Burberry, ASOS, Red Bull and Early adopter brands included bmibaby! Burberry, ASOS, Red Bull and bmibaby! Who uses Instagram
  6. 6. Instagramers or ‘Igers’•  There are 268 Instagramer communities worldwide, so far!•  Users identify themselves as part of this community by tagging their images, ed #IgersLondon•  Coordinated by the main Instagramer feed run by @PhilGonzalez•  Communities have presence on Twitter, Facebook, MeetUp & organise offline ‘Instawalks’•  It is now common place for brands to work with these communities (but we were first!)
  7. 7. Creative Challenges!
  8. 8. Our belief
  9. 9. The Campaign
  10. 10. The 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 & able to be brought to life offline•  What better way to inspire customers to travel, than visually, using Instagram?
  11. 11. Getting Started!•  Feed set up•  Regular content•  Follows of travel influencers on the network•  Cross post to existing social channels•  bmibaby community tag: #bmibabygram•  Started building relationships with Instagram community managers
  12. 12. Campaign Launch:#MyEurope•  Stage One of the campaign: Instagramer challenge•  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 (low barrier to entry): Tag the beautiful sights of Italy to win flights!•  Each month a different priority route focus•  Each month an inspiring visual destination guide created!
  13. 13. #MiaItalia: 6,100+ entries images tagged
  14. 14. #MyGermany: 14, 500+ images tagged(7,100+ when the flights were awarded to the winner!)
  15. 15. #MyHolland: 2,700+ images tagged
  16. 16. #MySwitzerland: 7,600+ images tagged
  17. 17. #MyFrance: 7,500+ images tagged
  18. 18. “We believe that the iPhone is actually becoming the digital camera of choice for consumers and enthusiasts in developed markets given its ease of use and ability to quickly get photos online,” Barclays analyst Ben Reitzes.#MySpain: 7,100+ images tagged
  19. 19. Who wins? The community decide!
  20. 20. #MyEurope•  Stage Two of the campaign: Instameet Exchange•  Embracing another Instagramers community trend - Instameets•  Each month following the #MyCountry campaign leaders of the Instagramer group (huge influencers on the platform) and London Igers were flown to each others countries to attend local Instameets in each others’ cities•  Each visit created another inspiring visual destination guide!
  21. 21. #MyLondon: 4,300+ images tagged & featured in The DailyTelegraph!
  22. 22. #MyVenice: 1,100+ images tagged
  23. 23. #MyAmsterdam: 1,000 images tagged covered on Reuters!
  24. 24. Stage Three: VisualDestination Guides
  25. 25. #MyEurope•  Stage Four of the campaign: Ongoing PR opportunities•  Campaign: world first and ongoing regional, social and travel angles•  The UK’s first Instagram Exhibit•  Campaign animation•  Over 100 pieces of coverage, so far!
  26. 26. 5 nominations, 1 Award win (so far!) 3rd most talked about on IG 50,000+ entries 100+ pieces of coverageThe Results, so far…
  27. 27. What makes thiscampaign awardwinning?•  Worked with existing community, longevity, extensions outside of Instagram, competitor benchmarks, priority route focus•  Here’s what the judges had to say: “Rabbit started out by seeding thecampaign among Instagram’s super users in Italy, Germany and Holland, who helped to raise awareness. This has resulted in more than 10,000 pictures being submitted to its destination guides. The offline aspects of the campaign were brilliant, with meetups and a photography exhibition that generated coverage in more than 100 publications.”
  28. 28. Think the visual web is not relevant to yourindustry? Think again!
  29. 29. Thank You!•  Find me online: •  Twitter/IG: @brideyrae•  Find IG resources online: ••  Find this presentation online later today, on Slideshare: •