CASE STUDY: How KLM Royal Dutch engages the public on social media

Background
Part of the worldwide ‘Tile & Inspire’ campaign, KLM Royal Dutch Airlines hopes to actively engage travelers through various social media platforms such as Facebook. It is a brand activation campaign for everyone.

Aim
The objective of the campaign was to create brand awareness and positive brand associations around the globe. It actively involves KLM’s passengers in relation to an age-old Dutch product – Delft Blue.

Execution
In Singapore, the campaign was triggered on the website, Twitter and Facebook. The making of the tiles was distributed via Youtube on the KLM Youtube channel.

KLM challenges Facebook members to convert their profile pictures into a Delft Blue tile and complete that tile with an inspiring message.

For those who do not have a Facebook or Hyves account (in the Dutch market), they can participate via the stand-alone campaign site.

Results
Some 120,000 tiles were created in 154 countries, including 400 entries from Singapore.  The campaign generated more than 50,000 extra likes on KLM's Facebook page and more than 450,000 views on YouTube.

A plane carries these inspirational messages in different languages and flies them to different destinations.