-Drive awareness of the Delta Gift Card as an alternative to traditional gifts and more mainstream gift cards.
-Appeal to the primary purchasers of Delta Gift Cards: men and women, 25-40 years old.
-Provide marketing support to drive toward a 50% sales increase over 2014. (Think lots of zeroes.)
We began with a simple, but truthful strategy: Experiences are more treasured than things. You may not still have that Walkman you got from Grandma Rosie in 1991, but you do still have fond memories of your first trip to Europe. As an airline, we enable experiences like that every single day.
Knowing that the holiday shopper is inundated with gift guides to thumb through, searching for that perfect THING, we turned the gift guide on it's ear and created The World's First Gift Guide with Only One Gift: the "Anywhere for Anyone" Delta Gift Card.
Because our main target overlaps with a large segment of the Instagram user base, we chose Instagram as the hub for our digital experience. We took advantage of the large photo grid to design our Gift Guide with beautiful, inspiring images of people enjoying destinations around the world. From our main Gift Guide page, users can explore 12 different personality types—the people they need to shop for—and destinations that might appeal to them—the ways their loved ones might use a Delta Gift Card. We used lots of tags so that users could jump easily around the Gift Guide and users could even tag others in the comments to drop a holiday hint.
Posts were filled with an expansive travel guide containing destinations, attractions, shops, restaurants, monuments and hidden treasures---all uncovered as users tapped icons and navigated through the experience. And of course, a link to purchase the Delta Gift Card was always a tap away.
The Instagram experience was a big success. With a paid media boost, we generated over 3 million impressions and and engagement rate among our most valued target segment of over 10%. And as part of an integrated campaign, the sales goal was met—zeroes attained! But more importantly, there are more than 18,000 Delta Gift Card recipients out there ready to plan an unforgettable experience and share it on Instagram, of course.
