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Canadian Airline Westjet was an early social media marketing adaptor. On December 9th, 2015 - The third annual WestJet Christmas Miracle campaign was launched with Blue Santa travelling from London England, to various Canadian cities over 24-hours to hand out “miracles”. In addition “Westjetters,” were encouraged to perform “mini-miracles” in an attempt to reach a goal of 12,000 mini miracles - one for every employee to spread the spirit of giving.

Westjet took the campaign to a new level in 2015 by partnering with Hashtagio to aggregate social media to

OBJECTIVES

Westjet set out to track the Social media Buzz and content resulting from the campaign - both on “Miracle Day” December 9th as events happened, and on December 15th when the produced video was made live to YouTube. In addition, Westjet wanted to measure the overall impact the campaign had on traffic to the westjet.com website, and Westjet blog with social content living on the brand website.

PLAN

Hashtagio was used to aggregate social content from Twitter, Instagram, Facebook and YouTube tagged with the Hashtag #WestJetChristmas in order to document all 12,000 Miracles - as they happened.


A grand total of 31,898 mini-miracles were recorded and over 30,000 social posts shared from the campaign page.

WestJetMiracle_13000Miracles

SOLUTION

Hashtagio enabled WestJet to document “MiniMiracles” LIVE - as they happened, and to publish them to a feed on the WestJet campaign home page.


Over 35,000 Social Media Posts were Clicked - Originating from the WestJet.com Campaign page

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RESULTS

35,000 + of Social Media content re-shared including photos, video’s and tweets using Hashtag #WestJetChristmas

  • 10,000 mentions on Facebook and Twitter, 200 million Twitter impressions and more than 300,000 visits to the mini-miracle website hub in 48 hours.
  • #WestJetChristmas Hashtag trended for 7+ hours on Twitter on December 9th, 2015 Miracle Day
  • Over 35,000 Social Media post clicks originating from WestJet Campaign page recorded from the live social media feed over 24 hours.
  • Story was prominently featured in media that included: The Ellen DeGeneres Show, Mashable, CBC, Marketing Magazine and more.
  • Video was released on Youtube on December 15th 2015, with a supporting Ad campaign, and had 1,362,290 views in just over 2 weeks.

Increased traffic to the Westjet Blog and to westjet.com as a result of social media shares, and engaging content.


Traffic to the WestJet campaign landing page on the WestJet Blog site increased by 300%