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A humble


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A humble

  1. 1. A HUMBLE DIGITAL MARKETING PRESENTATION for Airline Companies Tuesday, February 18, 14
  2. 2. Outline Quick Tips for Digital Marketers Top 3 Campaigns #1 West Jet - New Years Eve #2 British Airways - Yourope #3 Air New Zealand - Kiwi Sceptics Sympathy Award Ryanair - Shut the f**k up! Tuesday, February 18, 14
  3. 3. Target moments, not impressions Cater the consumer behavior instead of changing it Build customer loyalty instantly on the first encounter Tuesday, February 18, 14
  4. 4. Tuesday, February 18, 14
  5. 5. # 1 WestJet - New Years Eve We all have seen WestJet’s amazing campaign on our News Feeds recently, which brought the joy and “brand loyalty” to our homes. It covers two of the three essentials of digital marketing; Targeting Moments Building customer loyalty through being a loyal brand. Who doesn’t want to claim exact christmas gift instead of a baggage? It’s not surprising that it became viral on the day of its release.... Tuesday, February 18, 14
  6. 6. # 2 British Airways - Yourope Creating a cyber trip as a guide and propellant for customers, brilliant idea... Choose your city, lifestyle and let the adventure begin! Success factor is simple, 10 minutes of eyeball trap! It doesn’t matter you’ve been in to these cities or not, nor your lifestyle, you are going to watch every single adventure, which are proudly presented by British Airways! Tuesday, February 18, 14
  7. 7. # 3 Air New Zealand - Kiwi Sceptics “Kiwi Sceptics” = Australians who aren’t convinced enough of New Zealand’s charms to go there. Now its time to change this attitude! Creating hub, blogs, guides, media banners, video diaries, online editorials was just a part of this campaign. With the implemented cookies they retargeted those engaged consumers and drove the change of attitude to sales... Results: 80% Hub engagers now describe themselves as “Kiwi Lovers” Ticket conversion rates increased %234 Whole campaign resulted in a ROI of 400% ! Tuesday, February 18, 14
  8. 8. Sympathy Award, Ryanair - Shut the f**k up! Human being is a very grumbling organism. You might be offering them cheapest flights but surely they will find something to complain like the uncomfortable seats or baggage allowance. Campaign’s message: “You are flying with Ryanair, because it has the cheapest tickets, so shut the f**k up!” Simply they avoided complainers... This is a perfect example of a backlash when you are cornered by your customers’ unlogical complaints. Try to make something out of it through a witty path... Tuesday, February 18, 14
  9. 9. Links WestJet British Airways Air New Zealand Ryanair Tuesday, February 18, 14
  10. 10. Thank you for sparing your time ! Tuesday, February 18, 14