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AirAsia reveals marketing ROI and strategies post 100 free getaways

AirAsia gave 100 Singapore residents an all-expenses-paid getaway in a giveaway partnership with Mediacorp. According to a press release, the giveaway amassed 4,356 initial registrations from the public within 34.5 hours. Among these, 1,200 participants completed their registrations and attended the giveaway at Funan Mall.

The partnership with Mediacorp follows a successful collaboration in the previous phase of AirAsia’s “Holiday Quickies” campaign, but was held on a larger scale, extending across online, social media and broadcast.

Beyond the traditional shout-out around the giveaway, the campaign leveraged creative storytelling to engage audiences by creating suspense around the giveaway on social media. A total of 14 Mediacorp artistes, including Shaun Chen, Paige Chua, Denise Camilla Tan, and six Bloomr content creators, helped to generate buzz and awareness in the lead-up to the event by posting content that hinted at the date and time of the giveaway.

Teasers around the event were first made live on various social media platforms, followed by a post on the giveaway announcement a day prior to the event. The posts reached out to a wide audience and saw an average engagement rate of 14.6%, with the teaser posts and the giveaway post recording a total reach of more than 700,000 and 400,000 respectively.

The outreach achieved by travel and lifestyle micro-influencers also helped to ensure a good turnout on the giveaway day. The event saw nine of the Mediacorp artistes and two Bloomr content creators present at the giveaway event to report on the event happenings via IG stories. This resulted in an average Instagram story engagement of 3.3% and 73,107 views.

The teasers were also publicised via broadcast. According to AirAsia, a key contributing factor to the high audience engagement was due to the narrative painted by YES 933 presenters, who joined AirAsia for a “Holiday Quickie” to the Kota Kinabalu and rallied listeners to guess the mystery location they were at. In their talksets, the deejays further increased interest around the giveaway by adding on to the mysterious disappearance of their colleagues. The storytelling strategy paid off, with the teasers reporting a total engagement of 30.9%. They also did live broadcasts at Funan Mall during the week of the giveaway.

To continue the excitement after the giveaway, AirAsia also held a 72-hour flash sale between 18 to 20 October 2019, which recorded a 50% increase in traffic and flight search on airasia.com locally. Among these, 53% of the traffic to AirAsia’s website was driven by the Mediacorp artistes sharing the sale on their Instagram accounts with their followers.

AirAsia regional commercial head Amanda Woo said the airline’s continued partnership with Mediacorp has allowed it to reach out to more Singaporeans from all walks of life through their various established channels. “The collaboration with Mediacorp for this giveaway has definitely taken AirAsia Holiday Quickies campaign to even greater heights,” she said.

Mediacorp chief commercial and digital officer Parminder Singh said the campaign’s success is a testament to Mediacorp’s creative “storytelling expertise” and ability as a national media network to reach audiences across its variety of platforms.

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