Digital Marketing for KLM 100th Anniversary Promotion

KLM Instagram, Blog Branded Content Marketing

The world’s oldest private airline is KLM from the Netherlands. Founded in 1919, KLM celebrated its 100th anniversary in 2019. To celebrate this milestone, the airline wanted to launch a major global campaign.

KLM 100th Anniversary Stamp (Source: KLM)

There were various events including a 100th anniversary commemorative stamp that showed the history of KLM aircraft, but in Korea, the main promotion was to give away various souvenirs ranging from round-trip tickets to Amsterdam to KLM model airplanes if you shared your memories of KLM or the reason you wanted to travel with KLM.

Digital marketing company AvocadoGiant, KLM’s Korean digital marketing agency, planned and operated the entire process from strategy to execution to promote this promotion.

100th Anniversary Branded Content Marketing Strategy

Overseas travel campaign target (Source: Statistics Korea, 2017)

About 60% of Koreans who have traveled abroad are in their 20s and 30s. This means that the main consumer group for travel is the young generation in their 20s and 30s. Therefore, we needed a digital marketing strategy that could approach them without any resistance.

In general, travel information tends to be consumed as content rather than perceived as advertisements, so KLM’s 100th anniversary campaign also attempted to promote and encourage participation by composing digital content that is helpful for travel.

The main target group for travel, people in their 20s, get travel-related information from Instagram, and people in their 30s get travel-related information from blogs.

Channels for getting travel information (Source: Trip.com)

Avocado Giant has embarked on content marketing using two channels: Instagram, which can strongly capture attention with visuals, and a blog that provides detailed information and can be exposed at the top of portals. Another advantage was that Instagram influencers and bloggers could naturally participate in KLM promotions and promote them at the same time.

KLM x Instagram Influencer Marketing

여행 인스타그램 인플루언서 마케팅

KLM 100th Anniversary Promotion

(Source: _peppermint.b Instagram)

KLM 100th Anniversary Promotion

(Source: neighborpic Instagram)

KLM 100th Anniversary Influencer Marketing

(Source: Onchoram Instagram)

Instagram selected influential Instagrammers in the travel category to create branded content, including high-quality images and videos related to KLM’s 100th anniversary.

Rather than simply uploading promotional information, we looked for influencers who could create optimal content by leveraging their talents, such as producing videos or drawing pictures, and went through a detailed discussion about what kind of content to create and how to structure it.

Instagram influencer marketing was able to generate positive responses and active engagement from the influencer’s loyal followers, thereby spreading the word about KLM’s promotions as intended.

KLM x Blog Marketing

Blog Marketing Using Travel Power Bloggers
(Source: Mio's Happy Life Blog)

Blog marketing for top exposure on portal sites actively utilized power bloggers. In this case, the attractive point is that it can be promoted directly to the blogger’s neighbors and key targets who are planning to travel.

Avocado Giant selected travel keywords with high search volume and recruited travel expert power bloggers who could gain top exposure. And we set the direction for informative content that people are curious about, and consulted with bloggers one by one to upload KLM promotional content and flight ticket information.

KLM’s branded content marketing, which utilizes the SNS platforms most frequently used by the 2030 target group, the main consumers of travel products, created a positive brand image with high-quality images and videos. Over 26,000 likes and 300 comments were the natural result.