As presented at the Eye For Travel Social Media and Marketing Conference 2012 in Amsterdam. How bmibaby and The Rabbit Agency used Instagram to create #myeurope - an award winning social media campaign.

1. #myeurope
bmibaby.com and The Rabbit Agency

2. Today’s
presentation
• About bmibaby, #myeurope
campaign & our awards
• Instagram and the rise of the visual
web
• The brief fulfilled for #myeurope
• About the #myeurope campaign
• The results

3. bmibaby, were a small (fleet of 14) low fares airline based in the UK who flew to
39 destinations around Europe. bmibaby’s last flight took place on September 9th
2012
Over their ten years as an airline bmibaby strived to use their size to their
advantage, aimed to inject the fun in flying and always focused on the
importance of inspiring their customers to travel
I’m Zoë Baker from Rabbit, bmibaby’s social agency - @zoewithdots
An introduction to bmibaby

4. The awards
• The #myeurope campaign has
achieved: 1 award, 5 x finalists and
3 x nominations
• Winner:
• Econsultancy Innovation Awards for
Innovation in Travel and Leisure
• Finalists:
• PR week - Most Innovative use of Social
Media
• New Media Age - Best Travel Campaign
• Loyalty awards - Best use of Social Media
to Enhance Loyalty
• Revolution Awards - Best Use of Social
Media in a Travel Campaign, Best Online
PR Campaign
• We are waiting the results of 3
industry awards nominations for
Digital impact awards!

5. Instagram is a photo sharing social network
it is also the world's largest mobile only
international social network with over 100
million users (only 16 million last
December)
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 Android devices
What is Instagram?

6. Users are engaged: Comscore
revealed last week that
Instagram has more daily users
than Twitter
Users are spending over 50%
more time on the network
than Twitter users (that’s not
even counting image capture,
seletion and editing!)
Founder Kevin Systrom
revealed at SXSW 2/3 of users
had logged in the previous
day.
Early adopters are not the
usual social media suspects.
Brands that were early
adopters included Burberry,
ASOS, Red Bull and bmibaby!
Who uses Instagram?

7. Instagramers or
‘IGers’
• There are 330 Instagramer
communities worldwide, so far - it’s
a rapidly growing community.
• Users identify themselves as part of
this community by tagging their
images eg. #IgersLondon
• Coordinated by the main
Instagramer feed and website 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!)

8. Creative challenges are
commonInstagram is a photo sharing social network
it is also the world's largest mobile only
international social network with over 100
Launched by users,
million users (only 16 million last
community feeds and
December)
brands
Launched in Oct 2010, purchased by
Simple, to avoid Facebook for $1bn in April 2012
language
and tech barriers
Instagram integrates Twitter, Facebook,
Often hashtag lead Foodspotting, Foursquare,
Tumblr,
Posterous and Flickr
Our favourite:
Available on iPhone and Android devices
@joshjohnson
Creative Challenges

9. Tumblr
Instagram
Pinterest
The three social networks in the
headlines this year have been
visual

10. Already in the US and UK, most phones are
smartphones
In 2008, six megapixels were standard on entry level
Creative challenges are
cameras. Today’s iPhone has eight
commonInstagram is a photo sharing social network
it is also the world's largest mobile only
Phone calls the 7th most popular activity on
international social network with over 100
Launched by users,
smartphones...social media 2nd (02) 16 million last
million users (only
community feeds and
December)
brands
Launched in Oct 2010, purchased by
Digital cameraSimple, to avoidare downfor $1bn in April 2012
sales in the UK Facebook 29% (Mintel)
language
and tech barriers
Camcorder sales are also downintegrates Twitter, Facebook,
Instagram 21%
Often hashtag lead Foodspotting, Foursquare,
Tumblr,
Posts on Facebook that includePosterous andpicture or
an album, Flickr
Our favourite:
video increase engagement by 180%, 120% and 100%
@joshjohnsonAvailable on iPhone and Android devices
Pinterest - now the 2nd biggest driver of social media
traffic to sites after Facebook
The visual web and mobile

11. The campaign

12. 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?

13. 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

14. #MyEurope
Campaign Launch:
• 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!

15. #MiaItalia
6,400+ entries images tagged

16. #MyGermany
18,000 entries images tagged
(11,000 since winner announced!)

17. #MyHolland
1,800 entries images tagged

18. #MySwitzerland
10,800 entries images tagged

19. #MyFrance
11,000 entries images tagged

20. #MySpain
7,700 entries images tagged

21. Who wins? The community decides!

22. #MyEurope
Instameet exchange
• 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!

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

24. #MyVenice
1,300+ images tagged

25. #MyAmsterdam
1,350+ images tagged & featured in
Reuters!

26. #MyAmsterdam
1,350+ images tagged & featured in
Reuters!

27. #MyEurope: Visual • Stage Three of the campaign: Visual
destination guide hosted for each
destination guide destination, country and city on the
bmibaby blog

28. #MyEurope:
spreading the word
• 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!

29. #MyEurope:
winding down
• Stage Five of the campaign: saying
goodbye and thanking our
community
• We held one last competition:
#myeurope, asking the community
to tag images of Europe old and
new for chance to win a limited
edition photobook showcasing the
best images of Europe collected
from the whole campaign.
• We wanted the community to have
legacy and longevity so we invited
the community to continue to the
their images and hundreds new
visuals are added each week

30. #MyEurope
1,700 entries images tagged

31. Third most
talked about
airline
Worldwide
Almost 67,000
images tagged 100+ pieces of coverage
The results so far

32. 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 at
the Econsultancy awards:
“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.”

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

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