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#myeurope
bmibaby.com and The Rabbit Agency
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
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
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!
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?
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?
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!)
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
Tumblr




                       Instagram
                                   Pinterest


The three social networks in the
  headlines this year have been
                          visual
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
The campaign
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?
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
#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!
#MiaItalia
6,400+ entries images tagged
#MyGermany
     18,000 entries images tagged
(11,000 since winner announced!)
#MyHolland
1,800 entries images tagged
#MySwitzerland
10,800 entries images tagged
#MyFrance
11,000 entries images tagged
#MySpain
7,700 entries images tagged
Who wins? The community decides!
#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!
#MyLondon
4,300+ images tagged & featured in The
                      Daily Telegraph!
#MyVenice
1,300+ images tagged
#MyAmsterdam
1,350+ images tagged & featured in
                         Reuters!
#MyAmsterdam
1,350+ images tagged & featured in
                         Reuters!
#MyEurope: Visual   • Stage Three of the campaign: Visual
                      destination guide hosted for each
destination guide     destination, country and city on the
                      bmibaby blog
#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!
#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
#MyEurope
1,700 entries images tagged
Third most
                                 talked about
                                    airline
                                  Worldwide


    Almost 67,000
    images tagged    100+ pieces of coverage




The results so far
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.”
Think the visual web is not relevant to
          your industry? Think again!
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

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bmibaby #myeurope Instagram case study - Eye For Travel Conference 2012

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