KLM takes Video for LinkedIn Sponsored Content to the skies

Challenge

KLM wanted to attract more travelers—including business travelers—to their brand, as well as drive social action. Key objectives included:

• Increase audience engagement with KLM video marketing programs.
• Improve cost efficiency of the video ad campaign by lowering the Cost-Per-View.
• In an industry saturated with video content, find a platform that allows KLM video content to stand out.
• Connect with the audience at all stages of the funnel, from building brand awareness to driving action, and even recruiting.

Solution

Using LinkedIn, KLM was able to target and reach a premium audience, perfect for their Worldwide Business Traveler offerings.

On a platform typically filled with business content, KLM’s creative video ad featuring their holiday jumper fashion show (on a moving walkway!) caught instant attention and drove high engagement.

KLM used LinkedIn’s targeting precision for a full funnel marketing strategy - delighting customers with their brand videos, driving action to their social subscriptions, and recruiting cabin members.

Results

In comparison to previous video marketing efforts on other platforms, Siersema was highly impressed by the engagement rates on LinkedIn. The network represents a unique opportunity for KLM to connect with business passengers, and to build awareness around its offerings for this audience. With these strong early returns, KLM is all-in with LinkedIn video going forward.