How Emirates used EGC to boost engagement and brand love
Emirates launched their global network campaign #BeThere. Emirates believed they could expand their new campaign by amplifying it across social media using Employee-Generated Content (EGC) via their employees to grow awareness of Emirates’ brand positioning as a global airline.
Educating audiences about the breadth of the Emirates destinations inspired travelers to consider Emirates, drive traffic to their own channels, and promote the human face of the brand and their passion for travel. So, they created a content marketing campaign that was one of the first of its kind in the industry.
First, they launched an internal competition inviting all Emirates group employees to apply to become one of seven emirates “Globalistas”. Over 450 videos were submitted – a strong example of EGC. 20 finalists were chosen and auditioned in front of a live audience and celebrity judges. Seven winners were chosen and were sent around the world to explore their passions.
Enlisting employees to create content is a form of User-Generated Content (UGC) that brands can implement throughout their marketing channels. Emirates partnered with TINT to help bring their staff’s stories to light and empower more people to travel. Showcasing the employee experience publicly on social media like Emirates did can create a ripple effect with consumer content
120 Million People reached on Facebook
>60 Million Video Views
50 Million Twitter impressions with incredible engagement
97% Positive social media sentiment
(Equivalent to 10x around the globe!)
2,800 GB of footage
>130 videos created
Additionally, Emirates partnered with National Geographic to expand broadcast and social reach and were able to secure worldwide media coverage around the campaign. They saw tremendous success by producing an engaging travel series showcasing the unique elements of their destinations through the lens of their own staff. And it resonated with people around the world.