Transavia got off to a flying start on TikTok!
Raise online brand awareness and engagement
The campaign aimed to increase brand awareness among the 18-24 age group, sparking consideration for Transavia as the go-to airline for future travel plans. How? With content that is relatable, easy to grasp, fun and friendly. The goal was to create awareness amongst and a strong connection with young consumers. And TikTok is the perfect platform to do so!
Millions of views and an engaged community of 23,000 followers in just 2.5 months!
By speaking the language of TikTok, we were able to attract 18-24 year olds and create a strong brand presence on the platform.
– Over 3 million organic video views and 100,000 organic likes
– 29% view rate (61.1% above benchmark)
– 1,435,170 6-second views (93.8% above benchmark)
– 11% more brand awareness and 27% stronger brand preference for Transavia among viewers
Employee generated content and TikTok advertising
A lot of brands follow every trend or viral. We decided to do things differently. Instead of following random trends, we used our own video-SEO-tool topictree to find out what the specific target group finds interesting. For example, based on search and viewing behavior data, we knew that within the topic fear of flying, the target group is looking for tips to overcome this. Based on this input we created a TikTok, loaded with keywords, in which a pilot gives tips how to deal with fear of flying.
Our content varied from employee-generated content with pilots and flight attendants to recognizable sketches with famous creators. We implemented a paid media strategy with Spark Ads to increase visibility and encourage the growth of the channel. These ads look like organic content and therefore perform better.
This approach proved successful: our first video immediately reached 240,000 organic views and earned the channel more than 5,000 followers. The following paid media plan strengthened this reach and channel growth.
The current and future consumers of Transavia were effectively reached
The high view and engagement rates not only show that we effectively reached the target audience, but also that they were actively engaged with the content. The succes goes beyond metrics, we created a strong involved community around the brand on TikTok. The comment sections often felt like a live chatbox.
Results:
– 3,000,000 views (100% organic)
– 23K followers in just 2.5 months
– Over 220K engagements
