Aer Lingus commissioned Testify to develop an innovative influencer campaign to raise awareness and educate UK leisure travellers about the advantages of its new Dublin to New York route.In the 14 day period, Testifys Thru-the-Q campaign generated nearly 20,000 unique visits to the Aer Lingus website and reached 1m users through earned media alone.
WHO CAN EDUCATE THE MOST TRAVELLERS USING SOCIAL MEDIA ALONE? A FUN ADVOCACY CONCEPT WHICH INVITED BLOGGERS TOCOMPETE AGAINST EACH OTHER TO EDUCATE TRAVELLERS
Thru-the-Q focused on communicating a key differentiator (and core message) of Aer Lingus’ Dublin-New York flights – passengers get US pre-clearance before reaching America, avoiding hours of paperwork and queuing on arrival.
By creating a fun, disruptive app based competition, Thru-the-Q incentivised a carefully selected pool of travel bloggers to blog about the benefits of the Aer Lingus flights, enticing their readers to vote in a poll via a specially created app on the airline’s website.The readers earned points for their favourite blogger by voting them on a virtual Aer Lingus flight to New York via Dublin to avoid the queues.In a fun, mischievous twist, they could also take points off other bloggers by voting for them to fly via other airports. The winner was the blogger with the most journeys via Dublin airport at the end of the campaign.
Thru-the-Q repeatedly drove home the core – no-queuing-on-arrival – campaign message of flying Aer Lingus to New York while maximising participation and social media buzz.The results surpassed Aer Lingus’s expectations, with share-of-voice on social media even overtaking major rival, Virgin Atlantic during the campaign. In addition to social media performance, the campaign also delivered CRM data, as well as demonstrated ROI which. This was crucial given that Aer Lingus had originally intended the campaign budget to be for a paid display campaign.