More than a Like
Air New Zealand wanted to increase their American presence on Facebook, their focus was beyond the “like” as they set out to increase their organic growth.
Connecting the Brand
Likes to Love
While Air New Zealand wanted to increase their American presence on Facebook, their focus was beyond the “like” as they set out to increase their organic growth and its quality brand awareness across the states. They needed a comprehensive strategy that would ignite this growth.
United Kingdoms and Middle Earth
Air New Zealand LTD is the country’s flagship airline, based out of Auckland, New Zealand. They operate out of 15 countries across Asia, Europe, North America, and the Oceanic region, with nearly 60 combined foreign and domestic destinations.
As the Air New Zealand brand and business continued to grow, they were searching for online strategies that would help scale their enterprise in the North American market. One of their primary objectives was to increase their Facebook presence in the United States.
Engage Your Users
In order to kick start Air New Zealand’s Facebook presence in the United States, we devised a sweepstakes campaign to be hosted on its page, in a custom-designed tab. Complementing the custom tab was a branded YouTube channel for Air New Zealand TV.
Our focus for the Air New Zealand project was to custom-design the app tab layouts in a way that was so intuitive users had no choice but to go through our intended funnel. We anticipated user behavior to create a design that would increase probability of the users’ click through rate, ultimately increasing campaign success.
At the time of the client engagement, Air New Zealand’s overall Facebook traction in the United States was 17,700 likes.The sweepstakes campaign ran for 30 days and yielded a total increase to 24,212 likes in the United States.
30-day campaign led to 6,512 new likes, a 37% increase!
In addition to the growth in Facebook likes, Air New Zealand experienced growth in YouTube subscriptions by 7,781 within a month from the sweepstakes and Youtube channel’s campaign release.