The #FortuneTraveller campaign was a global, video-influencer marketing project across international markets. There is much debate around the regulation of vloggers and how advertisers are able to work with them. Popular YouTube vloggers will often notch up far bigger audiences than mainstream TV channels, but are not as strictly regulated, meaning that advertisements which appear before posts can sometimes be deemed unsuitable for the viewer.

Brands should select creators based on their overall style, the quality of content they produce and their audience’s interests. The ideal blend of creators were carefully selected for the campaign based on their style, tone, audience, fit with the Turkish Airlines brand and their reach. The authenticity and integrity of the campaign content was paramount, so selecting the right creators was crucial.

The decision to execute this global and innovative campaign highlights Turkish Airlines confidence in the ability of respected creators to take their brand and produce authentic and compelling content around their experiences. The campaign was also a bold move as it relied on social media platforms, such as YouTube and Twitter, which are frequently blocked in Turkey.

All #FortuneTraveller campaign video views were generated through organic sharing of the content through the video creators’ existing social media communities.

Audiences were engaged by the following factors:

• Talent social footprint: All video content was distributed organically across YouTube and the creators own social platforms.

• Collaboration: The creators collaborated with each other to amplify the campaign across their networks.

• Channel Management and Audience Development: The Turkish Airlines YouTube channel was managed by a trusted global MCN (Multi Channel Network) during the campaign to ensure best practice implementation

#FortuneTraveller is the first ever truly global YouTube influencer marketing campaign, and has generated phenomenal results for Turkish Airlines. To date, the campaign’s branded content has generated the following outcomes:

Sales

One of the most notable and impressive results from the campaign is that general sales increased by 14% during the #FortuneTraveller campaign period.

YouTube

• To date, the campaign videos have received:

o More than 10 million views

o 332,773 likes

o 27,315 shares

o 33,117 comments

• The campaign can be credited with a YouTube subscriber increase of 24%, making Turkish Airlines the most subscribed airline on the entire global platform

Twitter

• Turkish Airlines had an increase of 34.3K followers on Twitter

Facebook

• Turkish Airlines global Facebook channel grew from 5,101,311 to 5,372,867; a total of 271,556 new fans

Net Promoter Score between 27th October 2014 and 30th January 2015:

• +2 points lift in message association for ‘Widen your World’ and ‘Fortune traveller’

• +8 point increase in brand awareness