Rabbit Agency Campaign: My Europe

•  The client, the campaign & our awards

•  Instagram & the visual web

•  The brief

•  The campaign

•  The results

Today’s Presentation

The client, the campaign and the awards!

bmibaby, are a small (fleet of 14) low fares airline based in

the UK who fly to 39 destinations around Europe

They like to use their size to

their advantage, inject the fun in flying and inspire their

customers to travel

Our Instagram campaign #MyEurope has won 1 and two

shortlists & is awaiting the results of 2 industry award

nominations..

What is Instagram?

Instagram is a photo sharing social network it is also the world's largest mobile only

international social network with over 56.2 million users

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 Andriod devices

Who uses Instagram

Early adopters, not the usual suspects

Engaged users, in March at

SXSW Kevin Systrom said that 2/3 of all users had logged on

the previous day!

User stats XXX

Early adopter brands included Burberry, ASOS, Red Bull and

bmibaby!

Early adopters, not the usual suspects

Engaged users, in March at

SXSW Kevin Systrom said that 2/3 of all users had logged on

the previous day!

Early adopter brands included Burberry, ASOS, Red Bull and

bmibaby!

•  There are 268 Instagramer communities worldwide, so far!

•  Users identify themselves as part of this community by tagging their images, ed #IgersLondon

•  Coordinated by the main Instagramer feed 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!)

Instagramers or ‘Igers’

Creative Challenges!

Our belief

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

•  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!

Campaign Launch: #MyEurope

#MiaItalia: 6,100+ entries images tagged

#MyGermany: 14, 500+ images tagged (7,100+ when the flights were awarded to the winner!)

#MyHolland: 2,700+ images tagged

#MySwitzerland: 7,600+ images tagged

#MyFrance: 7,500+ images tagged

#MySpain: 7,100+ images tagged

“We believe that the iPhone is actually becoming the digital

camera of choice for consumers and enthusiasts in developed

markets given its ease of use and ability to quickly get photos

online,” Barclays analyst Ben Reitzes.

Who wins? The community decide!

•  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!

#MyEurope

#MyLondon: 4,300+ images tagged & featured in The Daily Telegraph!

#MyVenice: 1,100+ images tagged

#MyAmsterdam: 1,000 images tagged covered on Reuters!

Stage Three: Visual Destination Guides

•  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

The Results, so far…

50,000+ entries

5 nominations, 1 Award win (so far!)

3rd most talked about on IG

100+ pieces of coverage

• Worked with existing community, longevity, extensions outside of Instagram, competitor benchmarks, priority route focus

•  Here’s what the judges had to say:

“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.”

What makes this campaign award winning?

Think the visual web is not relevant to your industry? Think again!

•  Find me online:

•  Twitter/IG: @brideyrae

•  Find IG resources online:

• www.therabbitagency.com

•  Find this presentation online later today, on Slideshare:

• www.slideshare.net/brideyrae

Thank You!