Case Studies Qantas
The Australian airline Qantas wanted to reach a younger audience and used Instagram for the marketing campaign. The campaign was called“ Feels Like Home” and the goal was to further drive positive sentiment and message association between the brand and traveling home, with a younger 18- to 34-year-old audience.
Qantas used a combination of Instagram photo and video sponsored posts to reach this new younger audience and revive the emotional connection with its customers.
Qantas created images that were tailor-made for the Instagram platform. The images were quintessentially summer moments— the past times that the target audience would have enjoyed when they returned home as for example surfing with friends, spending a day at the cricket or setting off for a road trip with friends. The 15-second videos that Qantas created featured raw and emotional scenes of real people at the airport being reuniting with their loved ones.
This two-phase campaign successfully drove a significant lift in ad recall from the young target audience( over 30 points increase) and a four-point lift in message association between Qantas and“ feels like home” from the new audience.
“ Integrating Instagram into our media plan allowed us to reach millennials on their mobiles with bespoke photo and video creative that effectively added emotive layers to our core brand message”
+ 30 points increase in ad recall + 4 points increase in associations between Qantas and“ feels like home”
McDonald’ s
The Australian McDonald’ s has more than 940 outlets across the country and serve more than one million Australians each day. McDonald’ s Australia wanted to connect with people aged 18 and over and drive brand favourability at a time when competition for consumer attention heats up( summer months).
Since Aussies spend even more time on their mobiles during summer, Instagram provided the perfect opportunity to target and emotionally connect with this audience on the go. Instagram was used to capture and share the anticipation and fun of summer in order to connect with the target audience.
In the two months leading up to summer, McDonald’ s shared beautifully crafted lifestyle pictures that captured the spirit of the sun-soaked season. The pictures included people sunbathing, paddling in the pool and playing beach cricket.
EMERGENT CONSULTING AUSTRALASIA PAGE 12- 20