client case study: bmibaby and Instagram

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


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


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


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


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


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


Instagram

• 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


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


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


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


Statigram - a hugely useful (free) tool

• The ‘basic’ stats (followers etc)

• Most popular pics

• Time of day to post

• Most engaged followers

• And more!


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


• 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


Show us the beautiful sights of Italy! #MiaItalia


Who won? They decided!


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!


Not yet but I'll find out how I can right now!


That was easy, I'm now (I think)!


@dutchie68 congrats!!! ;))) enjoy your flight!!

igersitalia!- about 18 hours ago

@igersitalia thank you very much!


Yaaaay @dutchie68 Well done huni!

scottishblonde!- about 18 hours ago

@scottishblonde Thank you so much Elaine! :-)


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! :-)


Well done @dutchie68 is an amazing picture!

emily26!- about 17 hours ago

@emily26 thank you Emily


@dutchie68 Congrats!

cirkeline!- about 16 hours ago

@dutchie68 Congratulations Yvonne :)

ivangalletti!- about 16 hours ago

@ivangalletti Thank you Ivan!


@cirkeline thank you Christina!



http://statigr.am/viewer.php#/user/627195/














miaitalia: results - entrants

#miaitalia

Entrants at week 1 1,000+



Continued growth of community

3,000+ images


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!


Visual inspiration guides


AND NOW.......mygermany!


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


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


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


Thank you!

• Instagram, Twitter and Skype: @brideyrae

• Twitter: @NaomiBustin

• www.therabbitagency.com

• http://blog.bmibaby.com


http://www.blog.bmibaby.co.uk

http://www.blog.bmibaby.co.uk

http://www.therabbitagency.com

http://www.therabbitagency.com

client case study: bmibaby and Instagram

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