Turkish airline advertising

1. 
OnlineTurkish
Airline strategy
Balian Victor
MBA 2B
Professor: E-Craig

2. Digital marketing element
 You tube (the most efficient way to reach group target around the world)
 Social media
Selfie are most of time share on social account (Facebook, pinterest, instagram…)
 You tube enjoys a young audience that want to travel and discover  perfect match
for an airlines company
 High share ability from “You Tube”
 Allow story telling through selfie that is actually real life

3. Various digital tactics
• Create an advertising campain link to the most searched word on internet : SELPHIE
• Use celebrities that have great influence on the targeted customer (Lionel Messi and
Kobe Bryant are 2 superstar in the sport world  sensitive to young people)
• Viral advertising (using viewer to spread the advertising)

4. Various digital tactics
 Use digital marketing tools to create relationship with audience (You Tube, Google +…)
 Identify through these tools the right audience and the right message to deliver

5. Various digital tactics
 Use digital marketing tools to create relationship
with audience (You Tube, Google +…)
 Encourage viewer to engage conversation or
comment by offering reward (free trip)

6. Digital Universe Map

7. Influence on marketing channel on
purchasing decision
1st step “Display click”: Gain awareness of you brand, product and services
2nd step “Social”: Boost interest for the content and increase buzz on internet
3rd step “Referral” : Viewers use digital and social media to speak about your product or ad
4th step “Direct”: Conquete new clients by advertising and increase loyalty on your current
customer

8. Business objectives
 Increase Turkish Airline’s brand awareness around the world
and specifically in important market
 Reach a new customer audience
 Increase company turnover
 Be associated with celebrities with high influence power
(MESSI, KOBE, DROGBA)
 Take advantage from a worldwide attitude: SELFIE
 Increase brand presence on social media
 Have positive opinion about the company from the audience

9. Campaign Result
 The video reach 77 million views in one week, making it
YouTube’s fastest spreading commercial
 136 millions view on one spot
 The video was liked by 90 % of people who have seen it
 Repeatedly share and commented by viewers
 Company’s You Tube search increase by 209%
 Global company’s Google search increase by 16%
 Brand awareness increase by 9 point

10. Touch point effectiveness
“Social”: The most important touch point in this case study. This is the one that make the buzz on internet and increase
tremendously awareness of the brand in people mind
“Display click”: It help to be aware of the brand but not as much as social media but will help to communicate on the
brand product and service
“Email”: not very relevant in this situation, it will be more present once the potential customer will be part of the
clientele
“Generic Paid Research”: to collect more data about customer but not very effective in this case, indeed, viewer give
information about themselves on social media
“Referral” : Viewers use digital and social media to speak about your product or ad and again increase and boost
awareness about the company
Brand paid search: effective touch point regarding the money invested in the advertising campaign and the ROI
“Direct”: Conquete new clients by advertising and increase loyalty on your current customer. Effective once the
customer is sensitive to the advertising

11. Apply this digital strategy to an
independent hotel
 Use “You Tube” to create a special video in the different space
of your hotel
 Try to include famous people in your video
 Include unusual content in it (thing you never thought to do in
an hotel)
 Include your hotel’s service and product in you advertising
 Share the video on the hotel’s social media account
 Try to engage interaction by comment and possible reward
 Repeat the operation with new content

12. Additional mobile steps
 Why not create a App that could allow customer to imitate
celebrities video’s posture on a photo
Explanation: you put specific photo of celebrities, in this case Kobe
with basketball on the plane or Messi with a football on the plane.
Then you create an App that could replace the celebrities by
yourself on the photo, then you can publish it (of course with the
company environment in the background)