How do you change public perception of a brand? How do you build affinity and ownership for a brand by the general public? Kenya Airways decided to do both of this by giving their fans and customers a chance to share their version of Kenya Airways. To be part and parcel of the airline and the brand in form of their interaction with it. And thus #KQMoments was born.
#KQMoments was a 5 weeks competition that involved KQ Instagram fans sharing their amazing destination images with us by tagging #KQMoments.
Picture submissions range from stunning images of people, places, cultures, cities, activities, wildlife or wild places in Kenya Airways’ global network.
The tag line for the competition was: Snap – Tag – Win big trips and the hashtag #KQMoments for tracking during the competition.
The instructions were that users would upload a destination image on instagram, tag KQ Instagram handle which is @officialkenyaairways and the competition hashtag which is #KQMoments
The terms were that the entries that will be selected by our panel of professional photographers would be featured in the in-flight magazine, Msafiri and also in the 2015 calendar. Prizes to be won included 3 days fully paid holidays for the first three winners and 9 return tickets for the other 9 best.
The campaign got 2,911 submissions and resulted in a growth of 1,000 followers on the KQ’s Instagram page. There were 511 comments and over 15,000 likes on the submissions.
People love to travel, experience new places and meet new people. What’s better is sharing your experience with others. KQ Moments let KQ customers share pictures of their favorite experiences from different destinations.