WestJet Social Media Marketing Campaign

#WESTJETCHRISTMAS

MIRACLE CAMPAIGN 2015

On December 9, 2015, a grand total of 31,898 "mini miracles" were handed out in the now famous WestJet Christmas Miracle campaign.
Campaign landing page traffic increased 300%, resulting in over 35,000 social media post clicks originating from
westjet.com.

CANADIAN AIRLINE WESTJET WAS AN EARLY SOCIAL MEDIA ADOPTOR. THEIR FIRST SOCIAL MEDIA SUCCESS OCCURRED IN 2013 WITH THE LAUNCH OF THE WESTJET CHRISTMAS MIRACLE CAMPAIGN.

A video posted to their YouTube channel went viral, telling the story of how Blue Santa and WestJetters handed out gifts to unsuspecting travellers arriving at the Calgary airport.

On December 9, 2015, when the company launched its third annual WestJet Christmas Miracle campaign, the goal was to deliver 12,000 "mini miracles" (one for each WestJet employee) in just 24 hours.

In addition, the company aimed to create a dynamic and interactive mini miracles event that would bolster their blog activity using user-generated content.

As Blue Santa travelled from London to Halifax, then on to Honolulu, making stops and miracles along the way, he encouraged guests to make mini miracles of their own - in the spirit of giving. And they did. 

To share and measure the full impact of these mini miracles across all social media platforms, WestJet needed a live social hub. One place where their audience could engage with all the social media content the campaign was inspiring, in real time.

 

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WestJet Christmas Miracle Day

Followed thousands of WestJet employees and Blue Santa as they hit the streets and airports for "12,000 random acts of kindness in a 24-hour period."

 

 

HASHTAGIO, SOCIAL MEDIA AGGREGATOR

WestJet chose Hashtagio as their social media aggregator because it enabled them to track and share every social story using the hashtag #WestJetChristmas in real time, from a single platform.

Hashtagio powered a mini miracles social hub right on the WestJet blog, pulling in tweets, photos and videos using the campaign's hashtag. 

Partnering with Hashtagio took WestJet's social media marketing to an entirely new level as website traffic and engagement spiked over the previous year's campaign. 

OBJECTIVES

WestJet set out to track the social media buzz and overall reach of the campaign as events happened live on “mini miracle day” December 9, and on launch of their YouTube video December 15.

PLAN

Hashtagio aggregated social content from Twitter, Instagram and Facebook tagged with #WestJetChristmas in order to document all 12,000 miracles as they happened.

RESULT

Hashtagio provided WestJet with the platform it needed to track and publish mini miracles in real time, and to broadcast social content to a live feed on the WestJet сampaign home page and measure its results.

USER-GENERATED CONTENT IS ENGAGING

KEEPING VISITORS ON THE WESTJET CAMPAIGN PAGE LONGER, AND ALLOWING THEM TO SHARE CONTENT FROM ANY SOCIAL NETWORK.


The campaign landing page showcased a live stream of mini miracles collected via social media posts with the hashtag #WestJetChristmas. Using Hashtagio, content was tagged and sorted by location or keyword so miracles could be searched inside the campaign social hub on the WestJet page.

Posts were moderated and tagged by the WestJet command center team in Calgary. 
 
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The social hub of content could then be re-published by WestJet, and content shared to other social media channels - all without leaving the WestJet site.

The social hub of content, which documented the media buzz around #WestJetChristmas included a rich collection photos and videos portraying each mini miracle.

Content streamed live on the WestJet campaign landing page as events were taking place across the globe. Live social streaming resulted in more content shares overall from the WestJet page to a range of social media channels. As these social shares originated from WestJet's own website, they provided powerful referral traffic back to westjet.com.

 

 

 
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OVER 31,000 SOCIAL MEDIA POSTS WERE AGGREGATED

Surprising a veteran wounded in Afghanistan with a free trip to Hawaii, handing out free coffees at airports around the globe and an Ellen Show surprise were among the gifts handed out in 2015 by WestJet.

"The video and social content illustrates how the day played out. It brings to life the human connection and joy that WestJetters spread from coast to coast and around the world.”

Richard Bartrem, WestJet Vice-President of Marketing Communications


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