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Not only were bmibaby one of the first airlines to join Instagram, they have led in innovative ways that it can be implemented during the fast growing images sharing revolution. Over the last three months, bmibaby have run a series of competitions to engage, inspire and reward their customers and potential customers within this social network (which is nearing 10 million users!).With the help of regional Instagramers communities, bmibaby have created visual destination guides of Italy and Germany, rewarding those contributing to the guides with free flights. Ultimately, visual destination guides of all bmibaby destination countries will be created to inspire their whole fan base.
Citation preview
bmibaby case study: #MiaItalia
Monday, 19 September 2011
Contents
• Background
• The bmibaby brief
• The rise of Instagram
• Our campaign: #MiaItalia
• Results and learnings
• The evolution of the campaign
Monday, 19 September 2011
Background
We are a social media ideas agency affiliated with top ten ad agency
DLKW Lowe
We find clever ways in which online social tools can be integrated into brands’
communications strategies
We started work in Feb 2010. So far in 2011, we’ve won six awards - including the Digital Impact Award for best use of digital in the travel
sector: For bmibaby
bmibaby is the first client we won!
About Rabbit
Monday, 19 September 2011
About bmibaby
We are a small (fleet of 14) UK based low fares
airline
We fly to 39 European destinations
We use our size to our advantage - we want to put the fun in flying and inspire our customers to
travel
Monday, 19 September 2011
Our campaign history
• Year one: robust customer service along side small scale creatives
• #FFFF
• Twitter Q&As
• Travel Expert Panel
• Year two: customer service function moving in-house focus move to larger scale creative tactics
• Social Media Loyalty Card
• Visual Inspiration Guides
• bmibaby LIVE!
• Grand Tour of Europe
Monday, 19 September 2011
The bmibaby 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 and able to be brought to life offline
Monday, 19 September 2011
The rise of Instagram
Photo sharing social network
Approaching 10 million users worldwide
Works on Apple iOS devices (iPhone, iPod
Touch, iPad), but Android version in the works
Almost the same no of users as Foursquare,
which is cross-platform. Gained in Half the time
Monday, 19 September 2011
• Not just the usual suspects!
• Highly engaged community
• Integrates: Twitter, Facebook, Tumblr, Foursquare, Flickr, Posterous, Foodspotting - the fastest growing photo-sharing source on Twitter
• Early adopter brands embracing: Starbucks, Burberry, ASOS, Moby
• In airlines - BA present, using mainly as visual news feed. easyJet created feed 3 months ago, but has done nothing since the 1st two posts
Monday, 19 September 2011
Instagramers or ‘Igers’
104 Instagramer communities (and growing
every week)
Users identify themselves as part of these regional communities by tagging
their pictures eg #IgersLondon
Coordinated by the main Instagramer feed run by
@philgonzalez
Presence on Twitter, Facebook and offline
Instameets
Monday, 19 September 2011
Creative challenges!
Creative challenges are common
Launched by users, community feeds and
brands
Simple, to avoid language and tech barriers
Often hashtag lead
My favourite: @joshjohnson
Monday, 19 September 2011
Bringing Instagram to life outside of the app
• New apps, browsers and tools every week!
• Instagram edit suite: Iris, Square Ready, Phonto
• Evaluation: Statigram (private message functionality)
• Browsers: Instagallery, Instagrid and Webstagram
Monday, 19 September 2011
Statigram - a hugely useful (free) tool
• The ‘basic’ stats (followers etc)
• Most popular pics
• Time of day to post
• Most engaged followers
• And more!
Monday, 19 September 2011
bmibaby & Instagram communities: The Idea
• 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: Tag the beautiful sights of Italy to win flights!
• Each month a different priority route focus
• The community decides the monthly winners
Monday, 19 September 2011
• Feed set up
• Regular Content
• Cross post to existing social channels
• bmibaby community tag: #bmibabygram
• Started building relationships with Instagram community managers
Getting started: the bmibaby feed
Monday, 19 September 2011
Show us the beautiful sights of Italy! #MiaItalia
Monday, 19 September 2011
Who won? They decided!
Monday, 19 September 2011
miaitalia: winner reaction
Yay! I'm ecstatic! Thank you so very much!
dutchie68!- about 18 hours ago
@dutchie68 congratulations!!!
ilarysgrill!- about 18 hours ago
@ilarysgrill thank you!
dutchie68!- about 18 hours ago
Not yet but I'll find out how I can right now!
dutchie68!- about 18 hours ago
That was easy, I'm now (I think)!
dutchie68!- about 18 hours ago
@dutchie68 congrats!!! ;))) enjoy your flight!!
igersitalia!- about 18 hours ago
@igersitalia thank you very much!
dutchie68!- about 18 hours ago
Yaaaay @dutchie68 Well done huni!
scottishblonde!- about 18 hours ago
@scottishblonde Thank you so much Elaine! :-)
dutchie68!- about 18 hours ago
Yay!!! You rock dear!! I'm so happy that you won :) I wish you to get a nice flight to some great destination!! @dutchie68 :)
leptonja!- about 17 hours ago
@leptonja thanks Ale! :-)
dutchie68!- about 17 hours ago
Well done @dutchie68 is an amazing picture!
emily26!- about 17 hours ago
@emily26 thank you Emily
dutchie68!- about 17 hours ago
@dutchie68 Congrats!
cirkeline!- about 16 hours ago
@dutchie68 Congratulations Yvonne :)
ivangalletti!- about 16 hours ago
@ivangalletti Thank you Ivan!
dutchie68!- about 15 hours ago
@cirkeline thank you Christina!
dutchie68!- about 15 hours ago
Monday, 19 September 2011
miaitalia: results - entrants
#miaitalia
Entrants at week 1 1,000+
Entrants at week 2 1,600+
Entrants at week 3 2,300+
Continued growth of community
3,000+ images
Monday, 19 September 2011
Visual inspiration guides
Chapter One: #MiaItalia
Still growing all the time thanks to the community
Soon to sit as chapters on the bmibaby blog,
alongside #MyGermany!
Monday, 19 September 2011
Visual inspiration guides
Monday, 19 September 2011
AND NOW.......mygermany!
Monday, 19 September 2011
Results so far!
#miaitalia #mygermany
Entrants at week 1
1,000+ 1,600+
Entrants at week 2
1,600+ 2,000 +
Entrants at week 3
2,300+ 2,600 +
Continued growth of community
3,000+ images TBC
Monday, 19 September 2011
Why did this campaign work?
• We worked with an existing community rather than just release a competition out into the wild. We won their trust to avoid looking like another brand jumping on the latest bandwagon
• There is a brand tie-in (bmibaby countries, the idea of travel and discovery), but bmibaby didn’t over brand it - for example neither #mygermany or #miaitalia has bmibaby in the name
• It is long-term and given time to work, rather than a tactical ‘one hit wonder’ - more countries are coming up
• Extensions beyond Instagram - the visual inspiration guide, used for PR / press, fed through bmibaby’s other social feeds
• A benchmark of how successful this has been: Each #jj_forum (one of the most famous IG comps, running worldwide) gets around 3-4k tags, the same as #miaitalia. Moby launched a micro-site encouraging fans to tag pics #destroyed - acres of publicity, 1700 tags
Monday, 19 September 2011
The UK’s first Instagram exhibit
• bmibaby: The only brand exhibiting
• Event organised by IgersLondon and IgersUK (Rabbit Agency supporting!)
• Exhibit to be announced to press this week!
• Instameet on Saturday 22nd at the gallery location
Monday, 19 September 2011
Monday, 19 September 2011
Thank you!
• Instagram, Twitter and Skype: @brideyrae
• Twitter: @NaomiBustin
• www.therabbitagency.com
• http://blog.bmibaby.com
Monday, 19 September 2011