KLM taps into Chinese social media with ‘Miffy’ campaign

By Raymond Kollau, airlinetrends.com

Mascot marketing has been used by the likes of Finnair (Angry Birds), EVA Air (Hello Kitty), and All Nippon Airways (Pokémon) to engage consumers around Asia.

Now KLM, well-known for its innovative social media campaigns, has recently launched a social campaign targetted at the Chinese market in which well-known Dutch children’s rabbit character Miffy (Nijntje in Dutch) is the star.

With the local campaign on Chinese social media platforms, KLM looks to increase its brand awareness in the country, promote its European destinations, as well as increase the number of followers on KLM sites in the various Chinese social media platforms. KLM has made expansion in China the centerpiece of its Asia focus and is the only airline to operate direct flights from Europe to second-tier cities in China such as Chengdu, Hangzhou and Xiamen.

Miffy was chosen to be the ambassador for the campaign as the creation of Dutch artist Dick Bruna is extremely popular in China, especially among young women between the ages of 20 to 30.

Social media
The campaign relies on Chinese social media platforms RenRen, Weibo, Tencent, and Youku to build an interactive story in which a real-life Miffy – together with her ‘uncle pilot’ – travels to several KLM destinations in Europe over the course of sixty days.

During her trip, Miffy documents her adventures with photos, videos and messages, and also receives travel tips from a number of Chinese personalities who have lived at these destinations. In London, she got tips from British singer James Blunt. KLM’s social media pages on RenRen, Weibo, etcetera, also feature interactive elements such as games and quizzes for each destination. Participants who answer the questions correctly have a chance to win a travel and fashion prize related to that destination.

So far, Miffy has visited Amsterdam, London, Paris and Barcelona during her European tour, and the final leg of Miffy’s journey lets users select their own ‘dream trip’ to Europe based on clues Miffy has given through her adventures. Video of the campaign here.

For more information on KLM’s Miffy campaign, see this case study from interactive agency Energize, which has deleloped the campaign together with KLM.


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