Commencing mid-2016, the primary objective for our ongoing work with All Nippon Airways (ANA) – Japan’s largest and only 5-star international airline – is to increase the impact of its brand across key EMEA markets; UK, Belgium, Germany and France.
Driven by ANA’s core EMEA business objectives, the focus of our continuing channel management and ‘hero’ campaigns is to nurture community engagement, power audience growth across the territory and – ultimately – increase revenues from its social media channels.
“As Japan’s leading international airline, it’s important that the agency handling ANA’s EMEA social media presence is able to keep pace with industry developments. A pleasure to work with, Digital Visitor have certainly delivered on that front, far surpassing all agreed KPIs and providing a foundation for continued success across all of our social media channels.”
One of ANA’s core global targets for 2016 and beyond is an increase of the reach and engagement success of its social media channels, particularly Facebook.
With that target in mind, our teams have re-evaluated ANA’s approach to organic channel management. This has resulted in a greater focus on user generated video and interactive animations, content well-known for its ability to drive engagement.
Since we started working with ANA, its Facebook channel has experienced a year-on-year engagement increase of 172%.
A key challenge for any business on social media is accurately measuring the financial return of their investment. To demonstrate to ANA how social media can drive direct bookings at a relatively low cost, our dedicated advertising specialists have implemented a targeted revenue advertising campaign across Facebook.
Using a combination of compelling imagery and engaging copy, to date our revenue advertising campaign for ANA has delivered an impressive ROI of 154%.
In support of our ongoing channel management and advertising work with ANA, we are delivering quarterly ‘hero’ campaigns on the Facebook channel of each key EMEA marketplace.
Designed to drive data capture for ANA’s marketing communications, our ‘hero’ campaigns will continue to expand its audience well into 2017 and beyond.
Incentivised with a trip to Japan, each on-brand ‘hero’ campaign has surpassed even our expectations. To-date this initiative has gathered the opt-in contact data of nearly 9,000 individuals interested specifically in travel to Japan.