The targeted approach based on personal interest was very successful, resulting in over 11 million views and the number 1 most viewed airline on YouTube. Participants stayed on the campaign site for an average of 3.2 minutes. Research shows that 54.5% of the respondents have an improved image of KLM (from 21.2% in the Dutch home market to 85.4% in Russia). The likeliness to fly KLM in the future (brand preference) increased 31% on average in all markets. Awareness of KLM’s Meet & Seat has increased by 7% on average in all countries, and in the US even over 35%!

The BE MY GUEST campaign invites people to have a ‘virtual chat’ with one of six Dutch icons (all big in different fields of interest). On the campaign website, a smooth HTML5 web experience, the Dutch icons asked visitors a couple of questions to find out whether you were their kind of travelling companion. After the virtual chat, an animated wrap-up of the conversation could be shared via Facebook and Twitter, driving more traffic to the site.

We created three interest-specific edits of an online video (music, football, fashion) where Dutch icons invite people to accompany them on an unforgettable journey, and seeded these to special interest-media.

We used the same targeting for (now for all six fields of interest) for Facebook and LinkedIn advertising and bannering. Finally, we added billboards on Amsterdam Airport Schiphol and messages in KLM-owned media. The campaign site ran on mobile devices making it accessible while traveling wherever, whenever.

KLM has proven itself as a leading social brand integrating Facebook and Twitter into their everyday customer service as well as their campaigns. The new and unique KLM service, Meet & Seat, even ties in social media with booking a flight. With this service you can choose the person you want to sit next to on the basis of LinkedIn and Facebook profiles. Based on the insight ‘We all dream of having a chat with a person who inspires us’, we developed a campaign that offered you a chance to win a flight sitting next to an internationally known Dutch icon: BE MY GUEST.

Campaign objectives: primarily to increase KLM’s brand image and through that brand preference. Secondarily to increase awareness of KLM’s Meet & Seat service.

Target audience: people that live in BR, GE, NL, NO, RU, SE, UK or the US, who fly twice or more a year.