PDF Traditional marketing, accounted for broadcasting on a one-to-many level. With the online marketing, you have the chance to speak to a large audience, on a one-on-one basis. Better still, you don’t necessarily have to talk to everyone.
That’s because online dialogue tends to follow trends set by influencers. In the democratized digital space, these influencers are restricted to the people who had an exclusive access to the means of mass communication in the offline world. Online influencers need not be wealthy, successful or well-connected: they could be anyone who has a great blog, twitter stream or podcast.
If you can grab the attention of enough influencers, you just might be able get them to seriously amplify the reach and velocity of your communication. If you reach out with messages that will intrigue people who are deeply interested in the field you operate in, and hold their interest, they’re bound to pass the message – with the added benefit of their own first-person enthusiasm – to their circles of online friends.
This was illustrated vividly by the campaign we built for SpiceJet, when they launched new destinations and the addition of the Q-400 aircraft to their fleet, a first in India.
We decided to reach out to the target audience with online contests, delivered on Flyspace, SpiceJet’s Facebook page. The campaign was divided into pre- and post-launch phases
Pre-launch:
- Name that flight: All Spice aircraft are named after spices. To involve the audience in the new aircraft, we invited them to suggest Indian spice names for it. The winner would get to invite the new aircraft’s first flight
- Trivia quiz: We rolled out quizzes that helped educate users about the outstanding features of the new aircraft
- Guess the destination: To create interest in the new routes, we gave quiz participants clues that would cumulatively help them unravel the names of the new destinations, encouraging repeat participation
- Twitter was used to provide continuous, almost real-time updates on the progress of the new aircraft. Once they were delivered, promos were rolled out which lead to a massive amount of online bookings
Post-launch:
- We gave users photos of the making of the Q-400 out of sequence and asked them to place them in the right order, appealing to aircraft enthusiasts
- This was followed by the launch of the official ‘Making of the Q400’ video. With the build-up we’d given it, the video went viral and was even featured on Huffington Post
The campaign was a great success. We reached out to 180,000 Twitter users, our video was seen more than 200,000 times and more than 100,000 impressions a week were generated for the overall campaign. Most importantly, this online buzz translated into a successful launch with 88% bookings and airplane enthusiasts coming from around the country to join the first flight.
We achieved this because we targeted the right online influencers with content that was tailored to their interests. We followed a 4-pronged strategy of:
- Seeding targeted campaigns
- Activating each program at the right moment
- Listening to the participants
- Gathering and analyzing incoming data
Are you interested in finding out how we can build an online communication strategy that lets you reach out to key influencers ? i-Vista’s Digital Marketing and Technology teams are standing by renowned brands, ready for action!