KLM Royal Dutch's in-flight dance party a few years ago provided an early hint that airlines could soar with cool social media campaigns. Then in 2012, Air New Zealand's #airnzhobbit effort generated 25 million views with two YouTube videos, making the entire hospitality niche take notice while inspiring plenty of other examples.
The strange combination of boredom and anxiety that comes with air travel just seems to lend itself to social video, as viewers sit in their homes or offices and click on often-humorous spots. Put two dozen Victoria's Secret models 30,000 feet in the air in an Instagram clip—and watch out, folks.
The lingerie retailer proved again, during the week of Nov. 24, that videos of people in aircraft cabins resonates with audiences. It picked up 138,000 likes and comments to win its category in the weekly Adweek/Shareablee branded Instagram video chart. To compare, Victoria's Secret's Instagram video performance a month ago also won the week but inspired just 63,000 likes and comments. Both efforts included quick looks at 20-odd supermodels such as Candice Swanepoel, Nina Adgal and Jasmine Tookes. So hey, there's just something universal or weirdly compelling about being in an airplane for a few hours.
The multimedia infographic below features eight categories (auto, beauty, consumer electronics, retail, fashion, celebrity, sports leagues and TV shows), which appear every week. Two wildcard niches are always sprinkled in, and we've chosen sporting teams and magazines for this week's edition.
Check out Victoria Secret's and the other winners' clips while seeing what kind of reach the brands achieved.