KLM aims to inspire people through the brand promise “Journeys of Inspiration”. We used miffy’s travel experience as one of the journeys of inspiration with KLM. With 25 videos and thousands of photos, this campaign is a good example of the use of relevant content in activation campaigns. Moreover, we could integrate the localized on board services of KLM in a fun and relevant way. Since all Western social media channels are blocked in China, we faced the challenge to optimize communications for all Chinese social media channels. A perfect starting point for future communications in Asia.

With over 4.2 million video views, 518.000 reposts, 137.000 replies, more than 850,000 website visits and coverage in Chinese and global media the campaign became a great success. Ultimately, the number of fans on the Chinese social media channels KLM increased by over 88,000 and the spontaneous brand awareness of KLM increased to 2.7% (was 0.9% prior to the campaign).