“Take Flight”
SUMMARY:
In 2015, Norwegian Airlines, having spent less than five years in North America, aimed to broaden their brand recognition by targeting diverse markets, particularly the African-American travel demographic. Through a pioneering content strategy that involved engaging a range of travel influencers and journalists, we achieved remarkable success.
We collaborated with the North American Public Relations & Marketing Director of Norwegian Airlines to create and execute an influencer marketing campaign for Finland, incorporating video, social media, and data tracking.
ROLE: Influencer Marketing Content Strategist & Launch Manager
CLIENT: Norwegian Airlines, North America (USA)
Launch Campaign Deliverable | Social Media Image for the Diversity Influencer Campaign
INDUSTRY: Aviation, Travel + Tourism
CAMPAIGN GOALS:
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Increase website traffic to dedicated landing page by 13%
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Redeem 200 unique coupon codes to track analytics for campaign
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Create momentum and excitement to explore a unique destination in Scandinavia
CHALLENGES:
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Lack of brand awareness and exposure in the North American travel market
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Limited understanding of Black American buyer and consumer behaviors in Black American travel marketing segment
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Getting a niched segmented demographic interested in a unpopular destination
EXAMPLE DELIVERABLE
[INNOVATIVE MARKETING]
We curated a “rap video” called, “Flava In Ya Ear: Diversity in The Arctic Circle”.
STRATEGY:
I collaborated with Norwegian to create a unique, fun, and “edgy” campaign for the brand to tap into a diverse market segment. By creating strategy to identify diverse travel influencers, ideating on content curation, advising on metrics to pull, and campaign execution.
SOCIAL PROOF OF CAMPAIGN RESULTS :
THE FINAL RESULTS:
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TOTAL REVENUE: $99,400 (original goal: $92,000)
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Increased the EMAIL MARKETING CTR by 16% (original goal: increase by 3%).
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SUBSCRIBER INCREASE: 203 subscribers (original goal: 150)