Read this case study to know how an airlines company leveraged You Tube advertising and reached 100 million potential customers in one week making the campaign YouTube’s fastest spreading commercial
Company: Turkish Airlines
Tool Used: You Tube Advertising
Result: 77 million views in one week with a reach of 100 million potential customers
Business Type: B2 B/ B2C
The Brand & the Story:
Turkish Airlines is the national flag carrier airline of Turkey that operates scheduled services to 280 destinations in Europe, Asia, Africa, and the Americas, making it the fourth-largest carrier in the world by number of destinations.
Following the success of its wildly popular commercial that featured two of sports greatest stars-Kobe Bryant and Lionel Messi-vie, the company created a new YouTube ad called “Kobe vs. Messi: The Selfie Shootout”. Airlines Company’s objective behind the succeeding ad campaign on YouTube was to increase brand awareness in Europe, North America, the Middle East and the Far East.
The campaign was another huge success for the company. With 77 million views in just one week it went on to become one of the fastest spreading commercials on YouTube and was one of the most popular ads of 2013.
The challenge before Turkish Airlines
Turkish Airlines wanted to reach a new target audience that is all-so-more spirited and adventurous with wanderlust, increasing its brand awareness around the world. In order to maintain the pace, energy and enthusiasm the airlines company was also focused toward testing the effectiveness of campaign by measuring brand recall for Turkish Airlines’ ads.
Turkish Airlines’ strategy for You Tube Marketing
With an idea of running a little playful & lighthearted marketing campaign around one of the most searched words of that year that was Selfie. In collaboration with Google, the airlines company created a custom channel for introducing the campaign and expressing the company’s spirit in an interactive way.
The brand leveraged YouTube’s advertising tools with an aim to to reach a wider global audience.
The Selfie Shootout was about Messi and Bryant trying to take the most impressive selfie in which Messi is posing in front of Moscow’s St. Basil’s Cathedral with a monkey in Thailand and to answer this Bryant answer poses the jungles of Africa getting licked by a lion.
The main difference between this campaign and its predecessor is instead of a cabin the action has moved to the places in the world that Turkish Airlines flies.
The Success of the Successor
Another huge success, the succeeding ad campaign on You Tube was another huge success getting 77 million views in one week and making it YouTube’s fastest spreading commercial.
Not just that, the campaign increased the YouTube brand searches by 3 times and achieved a 16% lift in Google global brand searches. On top of it, the campaign achieved a 9% spike up in global brand recall