Social Media turns into a Lead Campaign
Royal Caribbean is one of the leading providers of cruises to international destinations. With over 40 ships and 5 different brands, they control 25% of the world cruise market.
Tasks: Increasing brand awareness on the social web, image rejuvenation, reaching out to younger target groups, creating additional ways of communicating with existing customers, development of social web design based on existing CD, as well as planning and execution of original & interactive marketing activities.
Ingredients: Social web strategy creation, Facebook Page makeover, apps (photo tool, sweepstakes, image gallery, etc.), social plugins, YouTube brand channel, web video production, Google+, Twitter profile, Flickr, media buys on Facebook and YouTube, Word-Of-Mouth-Specials, ongoing consulting and management of the communication channels.
Results: Very well-received social web presence, high rate of interaction with existing and new fans, building and growing a loyal community, development of the “Seafari” campaign (named for highlights at sea + adventures of a safari). Though originally created for the social web, Seafari’s success earned it growth into a lead campaign (catalog, print ads, online advertising, etc.). It also received large volumes of press coverage and resulted in a happy and ongoing relationship with the client.
Facebook CMS Pro: Professional Facebook Pages for larger entities…