The goals of the Campaign are to demonstrate that everyone can fly and in turn, grow Jambojet's online presence on Twitter
The challenge the business was facing the most was that of the perception that flying is for the elite. The strategy was geared to change that perception by targeting the young people with dispensable income. The main target was the youth (age 22-35) a mass of whom were first time fliers.
Given the challenge, we wanted to engage them at the point of interaction. We created an online Application mimicking the website booking process and challenged them to fill a manifesto with 99 of their friends for a change to fly free to one of our choice destination (Mombasa). The main Campaign entry point was twitter. The response to the completion was overwhelming.
Our main focus was the online audience therefore paid media was primarily online banners (Facebook, Twitter, Google, YouTube and popular rented sites- Ghafla!, Standard online and Nation online). Supporting media –Radio and Newspaper ads. We strategically used banners on a wi-fi portal specially targeted at University students who fit our main TA.
RESULTS ON SOCIAL
- Twitter grew from 7,000 to 12,100 followers by the end of the Campaign.
- Facebook community grew from 153,000 to 158,000 fans.
- Email database grew from 1,800 to 8,220 email addresses.
- The hashtag reached 2.01 million accounts.
- Impact from the hashtag - 6.8 million.
Jambojet.com being the first low budget carrier in Kenya had a challenge in conversion. Flying is often seen as elite and a major behavior shift had to be engaged. We took this business challenge and turned it around with an online competition that eventually pulled in traditional marketing. Not only were we the first to pull off an online Campaign with such magnitude (flying 100 people from a competition)in Kenya, but we also translated it into tangible results for the client.
Sentiments from first time fliers was overwhelming as most of them conquered the fear of flying and saw first hand the benefits of flying.
Through the Campaign the online booking percentage shot from 47% to 52.9% and the conversion rate from "lookers" to "bookers" rose from 39.8% to 43.8%.
We should definitely win in this category because we demonstrated that in a market where digital marketing is not often considered a viable marketing tool, we used the resources availed to use and turned a Digital Campaign into a main focal marketing tool that in turn translated into hard sales for the client.