Led an innovative consumer engagement using a content strategy for the Lufthansa – Fly Lufthansa World Cup campaign in 2018

Brief: The brand is seeking the opportunity to tap into the global trend to drive brand awareness and engagement, with the primary goal being to drive sales of flight tickets.

However, limitations surrounding the brand include the lack of localized digital channels and the restriction on non-sponsoring brands from taking advantage of the World Cup Campaign.

Strategic approach: Run an analysis of campaign trends during the first two weeks of the World Cup session to understand how brands (Key sponsors and non-sponsors) are exploiting  the campaign

Based on our insights, we develop a content marketing strategy using influencer marketing to drive awareness, engagement, and sales.

The campaign strategy was centred on engaging social media influencers (Lasis, Social Prefect & Bolarinwa) within the following interest points of the target audience: comedy, travel & lifestyle and Sports to compete against themselves with the intention of inviting the most engaging fans to win all-expense paid trip from Lufthansa.

How it was executed – The campaign was phased out in three stages;

1. Drive awareness using the brand’s generated content to initiate support from the Fans to vote on the campaign microsite, with each influencer’s Vote account recording the traffic source
2. Drive engagement by allowing influencers to create their content to remain the fans of the need to win.

3, The contest winner (Bolariwa – Sports) then engaged his fans to select another winner to enjoy the experience with him.

Result: The campaign result generated 1.9k downloaded vouchers, a total reach of 5.1 million, and 17.2 million impressions at a frequency of 3.

Location: Nigeria