The potential that social networks have for marketing and market research is obvious. Profiles full of personal information that allow us to segment markets and personalize actions. By simply digging a little into the profile of our consumers we can get to know their tastes, concerns, opinions, motivations or aspects of their daily lives such as what they are about to do. This is precisely what the Dutch airline KLM has done.
The airline KLM has carried out the “KLM Surprise” campaign, a reissue of a campaign originally launched at the end of 2010 by the same airline. It is a campaign that integrated the potential of social networks and RAK's (random act of kindness) combining online and offline actions. The crux of the matter was to gift travelers who had chosen KLM to fly while they waited at the airport to board the plane, thus turning the boring wait into a positive experience.
A team of hostesses and staff assigned The campaign in question was dedicated to monitoring people who checked in at some KLM venue through Foursquare or had announced via Twitter or Facebook that they were preparing to fly with their company. Once the travelers were identified, through the information accessible from their profiles on social networks, they tried to get to know their clients minimally and/or find out what type of trip they were going to make, where they were going and for what purpose. The purpose of all this was to get them a completely personalized gift and deliver it to them at the airport before they boarded the plane. An example: Lars, a 17-year-old KLM fan who describes himself on Twitter as a “future KLM pilot,” was surprised by the airline's stewards who gave him an authentic KLM pilot's hat. same company.
The result of the campaign was a shocking viral with more than 150,000 views on YouTube showing how the company strives to get to know its customers and surprise them with completely personalized gifts. No matter how intrusive the action may seem (the company inspected customer profiles on social networks), the results are obvious: faces of surprise and satisfaction.
In addition to a great impact on social networks, KLM shows itself as an airline that is close to its customers and concerned about their satisfaction while transmitting a different image from that of its competition. All this at a lower cost than a traditional marketing campaign.
This is a different and original way of carrying out a loyalty campaign. Thanks to the tremendous volume of information that can be extracted through social networks, we have the opportunity to interact with our clients, to get to know them and try to connect with them at practically zero cost. Obviously, an action of this type would be unviable without the existence of social media.
http://www.youtube.com/watch?v=pqHWAE8GDEk
