Background:
Here's another amazing social media campaign by WestJet, a leader in content marketing especially during the holiday season. To build on their equity, WestJet initiated its 12,000 Mini Miracles campaign in 2015. The campaign focused on creating a movement where employees are motivated to demonstrate the spirit of Christmas through an act of love and kindness. These mini-miracles were to be recorded and then uploaded to Instagram and Twitter using the hashtag, #WestJetChristmas. Over, 31,793 mini-miracles were submitted over a 24 hour period.
Strategy and Execution:
The strategies that were developed to execute this campaign were methodical and in-depth. Here are the top three strategies:
1. Employee Engagement: To reach out to all the WestJet employees about this campaign, an extensive internal communications plan was created to motivate employee participation. This was done by providing 12,000 blue Santa hats to employees and posting instructions online on how to participate. Teams were also supported with a budget to carry out their miracles in their communities/airport.
2. Street Teams/Social Media: Across 13 key markets under the WestJet network, street teams were assigned. Each street team had a camera crew following them in order to record the miracles firsthand. Also, WestJet prompted its employees to post the mini-miracle using all the various social media outlets so that the campaign would be recognized across the world. These included, Facebook, Twitter, Periscope, and WestJet's blog/website.
3. National and Regional Press Releases: Press releases were distributed nationally and regionally so the local media could cover what was going on. They also included a local spokesperson who give updates and information about the campaign.
-There were many other strategies that were employed by WestJet, but these three were among the best.
Results:
- 31,793 mini miracles submitted and counting
- Earned media from 2359 outlets
- Total earned media audience - 1,825,452,158
- $2,260,930 in earned media value
- 126.5M Twitter impressions
- 10.15M Facebook impressions (8.7M paid / 1.4M organic)
- 5.5M video views ( Facebook = 3,995,521 / YouTube = 1,472,312)
- 220,000 engagements on Facebook (likes, shares, comments)
- 21,504 total shares (Facebook & YouTube)
- 96% positive sentiment online
- 700,000+ page views of Christmas content on WestJet blog
- Exposure in 214 countries (YouTube) / 155 countries (Google Analytics - blog)
- Blog hub page contributed to a total of $898,000 in revenue
- A total of 3,456 Instagram photos were uploaded with the #WestJetChristmas hashtag
- 10 minute exclusive coverage on CBC's The National
-12,000 Mini Miracle's Video which shows some of the ideas their employees had. Cool stuff.
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