Hasbro (Play-Doh)
Influencer campaign: Mix It Up
Influencer campaign: Mix It Up
Going 360 for PartnerPlusBenefit
Brussels Airlines wanted to increase the number of registrations for their loyalty programme PartnerPlusBenefit. Our integrated 360° campaign, including ambassadors, exceeded the KPIs by far.
"A very successful Belgian campaign, which we have now shared as an international best practice case!"
Noëmi Lemmen, B2B Marketing Expert Brussels Airlines
CHALLENGE
Touch different audiences
With PartnerPlusBenefit, frequent business travellers accumulate points to exchange for benefits such as upgrades and Sustainable Aviation Fuel. This way, they make their business trips as comfortable and sustainable as possible.
Brussels Airlines, part of Lufthansa Group, wanted to increase membership of the programme. But how do you convince both business travellers and travel managers of the benefits? That’s where we came in.
STRATEGY
Tailor-made content
We opted for an integrated 360° campaign with strong and relevant tailor-made content – after all, reaching and touching a traveller at the airport is not the same as a travel manager or company director at the office.
That’s why we worked with two ambassadors who also travel a lot themselves. With Walloon entrepreneur Marvin and Professor Elke Geraerts, we shot eye-catching content at Brussels Airport. These reached the target groups through targeted advertising campaigns, both online (META, LinkedIn, email marketing, ...) and on-site (Business Lounge, inflight magazine on all Brussels Airlines flights, ...) – always with a direct link to the loyalty programme.
Collaborations with big media outlets L'Echo, De Tijd and Business AM built additional awareness about PartnerPlusBenefit and its benefits.
IMPACT
Even more registrations than hoped for
In just 2 months, our 360° campaign far exceeded the ambitions – both in terms of digital KPIs and the number of registrations. And nice to have: influencers Marvin and Elke Geraerts received positive feedback on the content on their own channels.
Meanwhile, we’re already working on a follow-up campaign for Brussels Airlines... Stay tuned!
Need help generating leads for your service or product?
