Spanair Promo, Case study SPANAIR AND THE VOLCANIC ASH CRISIS by Shackleton Spain

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Industry Airlines
Media Promo & PR, Case study
Market Spain
Agency Shackleton Spain
Released April 2010

Credits & Description

Category: Crisis and Issue Management
Advertiser: SPANAIR
General Manager: Rodrigo Miranda (Shackleton)
Social Media Manager: Coque Pons (Shackleton)
Brand Manager: Elena Íbañez (Shackleton)
Social and Public Relations Manager: Eva Leoz (Shackleton)
Social and Public Relations Operator: Cristina Fernandez (Shackleton)
Media placement: Social Media Management - Facebook, Twitter - 16 April 2010

Summary of the Campaign
Due to the cloud of volcanic ashes caused by the eruption of volcano Eyjafjalla in Iceland, flights all over Europe were delayed or cancelled and all information systems of the airlines came to a standstill, leaving most of the passengers and relatives lacking information.

But there was a place where people could indeed find the information: SOCIAL NETWORKS. Some passengers, airports authorities and some meteorological centers and volcano experts were posting all the information they had in real time on Twitter and Facebook.

So, what did we do?

1. Follow all the references about flights and the cloud of volcanic ash we found on social networks.
2. Validate the information checking the different channels
3. Organize the information and share it turning social networks into information channels about Spanair flights.

We replied to 100% of the clients’ claims on the social networks during the air crisis, achieving the greatest increase of followers (+200%) due to a specific action. Our reach was 19,000% greater than before the crisis.

The Situation
The ashes of the Icelandic volcano Eyjafjalla caused the greatest European air crisis of all-time. Flights all over Europe were cancelled and all the airlines information systems came to a standstill, leaving most of the passengers and relatives lacking in information about the flights.
Passengers and their relatives demanded that information and we made it accessible on our social channels, by monitoring all the existing information on the internet and reorganizing it to serve our clients.

The Goal
Our aim was to:
• KEEP PEOPLE INFORMED. Reply to all the questions and claims made by our clients.
• Keep the number of followers on our social channels and double our reach during the crisis.
• Improve brand positioning (“Spanair, la de todos” Spanair, for everyone), creating a relationship of trust and loyalty with the client.

The Strategy
This is an atypical case of communication and PR because it´s not about a campaign planned beforehand but about: how a company reacted to a huge and unexpected crisis, using social networks and turning the crisis into a great opportunity to improve the connection between the company and the clients.

Amid the air standstill caused by the volcanic ashes and the lack of information, we turned Spanair social channels into a place to get information and customer support. The viral nature of the channel itself and the added value of the information we were giving, made the number of followers grow exponentially. The channel repercussion also increased, reaching 260, 957 users.

We tracked, identified, checked, reorganized and published the information we found on the internet to support our users in real time. How?

• We followed both international and national Twitter users posting information about the situation and their flight experiences in order to obtain information and reorganize it.

• We increased our activity levels on social network sites by providing the information in real time. We created posts not only about cancelled flights, but about the ash crisis too, and replied to questions and claims.

• We transferred the customer support service to the social networks to reply to all those users unable to contact us through the call center.

• We kept in touch with the clients to solve their issues.

Documented Results
• We replied to 100% of the questions. There was no claim or issue from the clients to whom we didn’t reply.
• Our number of followers on Facebook increased by 133%. Followers after the ash crisis: 7890 fans. Before the crisis: 5934.
• Thanks to these posts and related comments on social networks our reach increased 3.91% reaching 260,957 users.
• Our number of followers on Twitter increased by 262%
• Followers after the ash crisis: 1.669 followers. Before the crisis: 637
• Lists after the crisis: 148 lists. Before the crisis: 74.