The Rabbit Agency campaign for client bmibaby, a small UK-based airline, used Instagram to inspire travel with their #MyEurope campaign. They worked with Instagram communities to encourage tagging photos of European destinations to win flights. Each month focused on a new route, tagging over 50,000 photos total. Notable results included coverage in 100+ publications, winning 1 award so far with 3 other nominations, and becoming the 3rd most talked about brand on Instagram. The visual and community-focused nature of the campaign on Instagram was praised by judges for its success.

1. Rabbit Agency Campaign:
My Europe

2. Today’s
Presentation
• The client, the campaign & our awards
• Instagram & the visual web
• The brief
• The campaign
• The results

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. Instagram is a photo sharing
social network it is also the
world's 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?

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Who uses Instagram

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. Creative Challenges!

8. Our belief

10. The Campaign

11. 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?

12. 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

13. 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!

14. #MiaItalia: 6,100+ entries images tagged

15. #MyGermany: 14, 500+ images tagged
(7,100+ when the flights were awarded to the winner!)

16. #MyHolland: 2,700+ images tagged

17. #MySwitzerland: 7,600+ images tagged

18. #MyFrance: 7,500+ images tagged

19. “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

20. Who wins? The community decide!

21. #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!

22. #MyLondon: 4,300+ images tagged & featured in The Daily
Telegraph!

23. #MyVenice: 1,100+ images tagged

24. #MyAmsterdam: 1,000 images tagged covered on Reuters!

25. Stage Three: Visual
Destination Guides

26. #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!

27. 5 nominations, 1 Award
win (so far!)
3rd most talked
about on IG
50,000+ entries
100+ pieces of coverage
The Results, so far…

28. What makes this
campaign award
winning?
• 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 the
campaign 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.”

29. Think the visual web is not relevant to your
industry? Think again!

30. Thank You!
• Find me online:
• Twitter/IG: @brideyrae
• Find IG resources online:
• www.therabbitagency.com
• Find this presentation online later
today, on Slideshare:
• www.slideshare.net/brideyrae