Jetstar is a low-cost airline subsidiary of Qantas that launched in 2004. It aimed to increase brand awareness and attract new customers through a photo contest campaign on Facebook and Twitter from December 2011 to January 2012. The campaign goals were to become Singapore's leading budget airline, improve brand awareness, and increase sales revenue. The document outlines the campaign introduction, goals, target audience, channels used, outcomes, and qualitative and quantitative metrics to measure the return on investment.
2. Agenda
Introductio Channels
n Used
to Goals Target
Brand Audience
Campaign
Introductio Outcome Qualitative Advertis
n of & ement
Campaign Quantitativ
e
3. Introduction
• A subsidiary of Qantas
• Launched in 2004
• Largest low-cost airline carrier in the Asia
Pacific by revenue
• To offer all day, every day low fares to
enable more people to fly to more
places, more often
“Low Fares, Good Times”
4. Goals
• To become Singapore's budget airline
• Improve on brand awareness
• Attract potential customers to fly with
Jetstar
• Retain the existing customers
• An increment in sales revenue
“Low Fares, Good Times”
7. Campaign
Introduction
• Jetout Photo Contest
• Hold for 28 days; from 12th December 2011
till 8th January 2012
“Low Fares, Good Times”
8. Campaign
Introduction
How it works?
• Best represents the country’s
Take a photo culture
• Enter verification code from
Upload the ticket & upload the photo
onto Facebook
• Share it with your friends to
Share & Vote garner votes
“Low Fares, Good Times”
10. Outcome
• Building among customers
• Increasingly influence more people to know
more about Jetstar & their products
• Aim to become the leading low-cost airline
“Low Fares, Good Times”
11. Qualitative
Metric & ROI
• Subscribers’ & customers’ interest of the
page
• Facebook influence = No. of likes + No. of
subscribers + No. of people talking about
page
• Twitter influence = No. of retweets + No. of
mentions + No. of favorites
“Low Fares, Good Times”
12. Quantitative
Metric & ROI
• Sales & volumes
• Networked subscribers to Jetstar, average
time on site, no. of hits
• More money = New quantity * Price
• More traffic = No. of visits + No. of hits
• More advertising revenue = No. of Facebook
friends + No. of Twitter followers
“Low Fares, Good Times”
