12,000 Mini Miracles...
On December 9th 2015, West Jet ran a campaign called '12,000 Mini Miracles' in order to motivate all 12,000 of their employees to carry out, record and submit 12,000 mini miracles to social media channels throughout the course of 24 hours. These mini miracles, or random acts of kindness varied from many different gifts of all different shapes and sizes such as, flights to reunite families for the holidays, handing out free TV's, handing out winter gear and cookies at Calgary homeless shelter.
West Jet's holiday cheer campaign was extremely successful worldwide. It was mentioned in 400 media outlets in 214 countries with over 2 billion media impressions. In 2016, West Jet won the Shorty Award for best use of social media.
The whole campaign was a raging success because it used social media to bring people together and show that West Jet, as an organisation care about their customers and want to give back. It develops a humble relationship between the company and clients as they appreciate all the good publicity the campaign has created. Throughout the hard work of the actual campaign, West Jet employees still found the time to have fun and holiday cheer when an impromptu snowball fight broke out at Grouse Mountain, Vancouver.
12,000 Mini miracles is an excellent idea for a social media campaign because as well as spreading holiday cheer and making people happy, the campaign also got the company noticed. The extraordinary scale of the campaign, got West Jet mentioned in 214 countries in a positive light, this is great value from a public relations perspective and for their original campaign objectives.
Bibliography
Gallegos, J. (2016) The Best Social Media Campaigns of 2016 (So Far). Available at: http://www.tintup.com/blog/the-best-social-media-campaigns-of-2016-so-far/ [Accessed 23 November 2016]
WestJet. (2016) WestJet. Available at: https://blog.westjet.com/christmas-miracle/ [Accessed 28 November 2016]
Ferreras, J. (2015) WestJet Christmas video sees Airline perform 12,000 'Mini miracles'". Available at: http://www.huffingtonpost.ca/2015/12/16/westjet-christmas-video-mini-miracles_n_8821008.html [Accessed 28 November 2016]
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