Credits & Description:
Category: Best Use of Social Media Marketing
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: OMD UK, London, UNITED KINGDOM
Entry URL: http://www.linkedin.com/osview/canvas
Senior Digital Planner/Buyer: Santadip Roy (OMD UK)
Associate Digital Director: Sian Lane (OMD UK)
Media placement: Digital - LinkedIn - 01/10/2009
Results and Effectiveness
We had an amazing response to our polls. So far there have been over 1,300 responses, three times higher than forecasted response rate. The approach of engaging Business Decision Makers with a question clearly resonated with them.
Debate has stretched beyond LinkedIn. Ged Carroll, a blogger from PR Week, stated that ‘if I was BA I would be keeping a close eye on this movement by easyJet’.
But even more impressive was the revenue generated by the campaign. After just one month it had contributed to a 27% increase in seat sales from Business Decision Makers (vs. Direct Response average).
We employed trusted business network site LinkedIn to open a conversation with Business Decision Makers. Our approach was simplicity itself. We simply asked them a question:
What, for you, are the most important aspects of business travel?
This got them to think about business travel, relating the question, and therefore their opinions, to their own businesses. Their responses were recorded as an ever-developing poll result within their LinkedIn profiles.
This whole approach was brave and confident, befitting the nature of easyJet as a business. With no control over the outcome of the poll, we had no control over the out-take of the communication. But, our confidence was rewarded.
‘Low cost’ and ‘convenience’ came out on top, the very attributes that easyJet has built its reputation on. These outshined the more superfluous service aspects that tradition dictated as important (such as ‘priority boarding’) by 20% in some cases.
Insights, Strategy & the Idea
Although easyJet has enjoyed continued success with leisure travellers, it has been slow to convert business travellers to the brand. Our challenge was to find an influential way to relate to them and re-frame their expectations for business travel with easyJet.
We discovered that the people they know – and the networks they move around in – are very important to them. Peers are trusted and listened to. ‘Social proof’ is a powerful motivator.
And this social influence thrives online. Over 70% of Business Decision Makers claim to be influenced by comments and reviews posted on their professional networks. Also, 90% of our business audience believe their opinion counts.
In order to effectively communicate with this hard-to-influence audience, we decided to turn the communications model on its head. This meant asking questions rather than giving answers and moving away from telling people what to do, to letting people tell themselves.
The Promo / PR Ad titled LINKEDIN was done by OMD Uk advertising agency for product: Airline (brand: Easyjet) in United Kingdom. It was released in the Oct 2009.