Challenge: How to increase the fan base of KLM Airlines in China and activate potential travelers to Europe on a more personal level?
Solution: An innovative activation campaign wherein iconic cartoon character Miffy traveled on a 100-day journey with KLM, leading the experience on behalf of Chinese consumers. Turning potential travelers into KLM customers with activations on Miffy’s and KLM’s social channels, as well as on KLM’s flight booking website. Participants in the campaign received goodies inside the airplane and were greeted by the Miffy costume upon arrival in Europe.
Results: 123,000 participants; 89,000 new social media fans; 4.2 million video views; 868,000 site visits; 518,000 reposts; 137,000 replies.