KLM and Visit Holland ’10 Seconds to Holland’ Facebook Campaign
KLM (the official airline of Holland) and the Netherlands Board of Tourism and Convention sought out methods to effectively utilize their Facebook pages as a medium to reach and connect with American consumers.
Watch the case study video and view the user experience.
Facebook Fans Win a Trip to Holland Using Keshot’s Movie Star
The overriding goal was to amplify existing social media practices, while expanding audience reach and their ongoing messaging efforts. Sparkloft Media and Keshot recommended a video contest to draw attention to the KLM and Visit Holland Facebook pages. The 10 Seconds to Holland video contest involved a comprehensive approach consisting of an engagement campaign and highly-targeted media buy to drive awareness of the contest.
Keshot Developed a Multi-Tiered Engagement Campaign
Keshot’s Movie Star and Facebook Event Album solutions were critical to the implementation of the 10 Seconds to Holland Facebook video contest. Based on the brand’s guidelines, Keshot developed a multi-tiered engagement campaign to allow for different levels of engagement. This tiered approach provided fans a high-touch option of recording or uploading a video, and a low barrier to entry with a simple form to complete for a chance to win a trip to Holland. Using Keshot’s Movie Star solutions, fans were requested to create a 10 second wish list of things to do in Holland and then record or upload their video through their browser onto the KLM or Visit Holland.
Facebook pages. Each video had a share and tweet button to expand the reach of the engagement campaign to contestants friends and family. When the video is shared with friends, they are invited to like the fan page to see the video.
Once fans submitted their entry, all videos were aggregated into the KLM and/or Visit Holland Facebook fan pages and displayed using Keshot’s Facebook Event Album. Under the view submission tab of the event album, fans can easily retrieve and view all videos. This event album remained on the fan pages throughout the first ten days of the campaign to allow fans to submit their videos. The campaign was coupled with a two-phase media program across Facebook and other medium to generate buzz.
After the first ten days of the campaign, ten videos were selected by KLM as finalist for fans to vote on and win the Dutch holiday. The voting capability was enabled by Keshot by switching the share functionalities to play and vote buttons, making it easy for fans to vote on their preferred videos. Additionally, the second phase of the media buy was activated across Facebook and other medium delivering the brands messaging while building buzz and reaching fans with a higher propensity to engage in the voting phase of the contest.
Keshot’s Movie Star and Facebook Event Album generated deeper engagement and awareness for the KLM’S facebook pages, which was manifested in the increased number of likes, comments, shares and campaign participation.
Both Facebook pages received a substantial increase in fans by more than 30% on the KLM page and approximately 20% for the Visit Holland page.
The total number of people talking about the contest averaged 20,000 per week for the life of the campaign.