Delhi Airport strengthens its social media game
The airport went all out on Facebook, Twitter and Instagram to keep the airport buzzing even without people travelling
Delhi International Airport is prepping up to resume flights. Among other safety measures, the airport authority has informed that they would employ social media and in-airport channels for all sorts of announcements and communication. But that’s for when the airport opens. Even as the airport remained closed DIAL (Delhi International Airport Limited) has been making the most of social media.
The airport went all out on Facebook, Twitter and Instagram to keep the airport buzzing even without people travelling.
DIAL emerged as the top airport in the world on social media with regards to response and engagement. During the lockdown, the engagements touched as high as the 353481 marks leaving behind Changi Airport at 84542 and Incheon Airport at 68167.
As passengers relied on the Delhi Airport’s social media handles for any information, such as flight status, availability of transport and critical travel-related information and advisories issued by the government on a regular basis, DIAL and 22feet Tribal WW upped the ante for the airport’s social media presence.
22feet Tribal WW, the digital agency of the DDB Mudra Group put up creatives and all other travel-related information on the social media pages of DIAL across platforms to create the buzz around the airport.
“Our business is to grow our clients by unleashing their emotional advantage. It is about helping brands make emotional connections. For an infrastructure client, which caters to a large scale of the population at a gigantic operational scale, emotion is the least likely association. Our task was to humanise the infrastructural giant and inspire an emotional connection between the people it serves and itself,” said Vishal Mehra, Head – 22feet Tribal WW (North).
Empathy is what has made DIAL the Number 1 airport in the world on social media response and Engagement said Mehra “We used this one emotion as a lens to run the 24x7 ORM command centre, with some peak days recording as many as 20,000 queries in a 24-hour period. Conversations that understand people’s anxieties, plights and answering them in a humane but effective manner is what sets DIAL apart from the rest,” he said.
All creative work that was designed for social media by 22feet Tribal WW was simple, informative and direct while being empathetic.
Some examples of the creatives used include using social media listening to categorized days in line with widely seen behaviours. “We activated multiple engagement ideas like #WorkfromHub, trending formats, industry banter and exclusive partnerships. Followers were happy to participate in community-driven initiatives like #DELclicks, as well as daily social media engagement campaigns,” Mehra explained.
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