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INFLUENCER MARKETING FOR STORYTELLINGCase Study
Lufthansa is Germany’s largest airline and, combined with its subsidiaries,
the largest airline in Europe also.
Lufthansa’s cl ients love the airl ine for i ts rel iabi l i ty. The company has an
excellent reputat ion worldwide and is valued for i ts safety, punctuali ty and its extensive service portfol io.
DEUTSCHE LUFTHANSAEXPLORING
THE WORLD
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NEW DESTINATION PANAMA
In 2016, Lufthansa added Panama to their destination portfolio. To promote the new destination and create awareness and attention for Panama, Lufthansa invited influencers from different verticals to Panama and let them explore the destination in their highly individual ways.
GLOBETROTTER, TRAVEL PHOTOGRAPHER AND TRAVEL EXPERT
Representing Different Traveller Types
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CREATING AWARENESS WITH STORYTELLING
TARGET AUDIENCE
Digital natives, 18-35, from Germany and Europe
CAMPAIGN
Using Storytelling to promote Panama as Lufthansa’s new destination
CAMPAIGN OBJECTIVES
Creating reach, visibility & awareness for the destination
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#REDISCOVERTHEWORLD
EXECUTION GOALS
8-10Influencer Cooperations
8BlogPosts
75Instagram Postings
27.5m Followers Reached
EXPLORING PANAMA FROM
FROM DIFFERENT ANGLES
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Seven influencers from different verticals were flown to Panama, each representing individual types of travellers: globetrotter, travel photographer and travel expert.
Through this campaign, Lufthansa managed to not only create an emotional bond with the brand but also strengthen its position as a travel
enabler within the market.
#REDISCOVERTHEWORLDINFLUENCERS
The selected influencers had a wide range of backgrounds and used their individual perception of Panama to showcase the highlights of the destination.
This way, the followers got to know all aspects of Panama in a highly individual manner. With the use of storytelling, the influencers were able to inspire their audience and create excitement about the country.
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GLOBETROTTER
TRAVEL PHOTOGRAPHER
TRAVEL EXPERT
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#REDISCOVERTHEWORLDINFLUENCERS
@ohhcouture @novalanalove @hannes_becker @daniel_ernst@xeniaoverdose @travelontoast@carodaur
EXPLORING PANAMA FROM DIFFERENT
PERSPECTIVES
Leonie Hanne@ohhcouture Daniel Ernst
@daniel_ernst
Xenia@xeniaoverdose
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4.24%
average LFR
$182,167 Total Earned Media Value
1.7m likes16,573
comments
CAMPAIGN PERFORMANCE
41.2m followers reached
63Instagram Postings
2 Blog Posts
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www.influencerdb.com
ADDRESS
Scheibenstr. 117, Münster
Germany
PHONE
+49 (251) 98298011
+49 (176) 21113449
THANK YOU
