Qantas 2018

Objective

Digital Media Management leveraged its creative community and content production resources to create a 3-part campaign comprised of multiple branded elements, along with a strategic paid media overlay.

Part 1: Influencer Content

DMM cast and managed 4 social influencers to travel to Australia and document their trip on their digital platforms. The influencers captured content in different lifestyle categories such as food+wine, adventure+wildlife, beaches+islands, and city+culture. They posted daily Instagram stories, timeline posts, and a recap video at the end of their trip.

Part 2: Explorer Microsite / Sweeps + Quiz

DMM created and hosted a branded microsite, where all the Influencers’ content was featured and more information could be found about Qantas and its Explorer Fares program. The microsite was also home to a Sweepstakes and a fun travel quiz to generate new customer leads.

Part 3: Promotional Social Assets

Qantas tapped into DMM’s digital studio team by creating a series of static and stop-motion graphics to promote the Sweepstakes on its own channels and through paid media.

Results

The campaign generated a reach of over 3.4 million people with a blended paid media CPM of $3.73, driving over 38,000 clicks, and leading to 41,000 entries to the Qantas Explorer Sweepstakes. DMM managed the entire 3-month program from casting the influencers/content-creators, to the creation of the web site and associated promotional social media assets, to a comprehensive campaign recap report.