JR/DutyFree turn to Instagram and Weibo to drive social engagement


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Since it’s sale to Facebook for $1 billion dollars in cash and stock, Instagram has become the biggest social sharing platform for photos and become an outright social network for those who like to perv. Instagram was initially referred to as ‘voyeuristic folly’ by cynics in it’s early phases of popularity, but has come into its own maturity as a marketing channel for brands to connect with their advocates, influencers and employees and provide meaningful insight into the minds of customers.

This is an image of heart making hands - the required entry action for this Instagram #JRLoveHolidays activation created by Mighty Media Group.

Embracing social media marketing, JR/DutyFree launched it’s first full scale photo competition on English and Chinese social sharing platforms Instagram and Weibo offering travellers a weekly chance to win an $800 voucher as Australians and Chinese travellers continue share their travel photos en masse. Instragram  is increasingly popular with Aussies, boasting over 1.8 million active users who post monthly locally and doing their fair share of contributing to 40 million photos per day globally. SINA WEIBO (the Chinese hybrid of Twitter and Facebook with photo-sharing attributes) now boasts 60.2 million daily active users.

As the temperatures rise in the Southern hemisphere now is the ideal time to launch a holiday centric photo competition as according to a study by Datification, #summer ranks eighth most popular hashtag on Instagram used 1,186,278 times by Australians. More aligned to a business goal of the travel retailer (revenue), Australians have a propensity to holiday abroad taking a record 8 million overseas trips in 2012, an overall increase of 8 per cent on the previous financial year, according to the Australian Bureau of Statistics to popular one stop destinations like Phuket, Bali, Fiji and New Zealand. This campaign facilitates JR/DutyFree with getting closer to those fans with a propensity and stated intention to travel overseas.

Currated around the web by the hashtag #JRLoveHolidays, the Melbourne based dutyfree retailer @JRDutyFree on Instagram will be rewarding Instagram and Weibo users for their creativity and answering one question – “What place do you love to go to for holidays?” and the sharing of a gesture of endearment – the hands making the heart sign. The winning entry is judged weekly and community selected based on LIKES. The prize — an $800 store voucher to be redeemed at JR Duty Free stores in Australia, New Zealand or online.

“We know that Instagram and Weibo users are passionate about travel with #Australia being used over 1.4m times on the platform according to a study prepared by Datification and this competition will answer the question international or domestic as the most cherished destination for vacation,” explains Ashley Thompson, Director of Marketing for JR/DutyFree.


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