Air Arabia
Case Study

One of the region’s most engaging
low-cost airline on social media

Air Arabia became a trailblazer in content marketing, consistently churning out engaging and compelling content to gain the 4th highest share of voice among airlines in the region.

THE OBJECTIVE


Create gripping content to help build a digital presence
and engage the audience on a wide variety of channels


Build and engage Air Arabia’s international audience
on social media by staying true to the brand’s
low-cost USPs and values

CHALLENGES

Finding the right balance to engage its existing value-seeking and often conservative customer base, while evolving to grow a new, younger travel-enthusiast audience

Curating content for specific geographies and languages, owing to Air Arabia’s hubs in different countries

MILESTONES

1. Completely revamped the brand’s social media personality with modern content, consistent tone of voice and visual identity

2. Delighted, engaged and inspired our audiences with fresh, timely and interactive content

3. Carried on the momentum even during the time of the COVID-19 crisis and produced relevant and engaging content during these unusual times
ENERGETIC TRAVEL TRIGGERS

STUNNING NEW ROUTE LAUNCHES

ENGAGING TRIVIA CONTENT GENERATING 200+ COMMENTS FOR EACH POST WITH NO PRIZE OR INCENTIVE

BEHIND THE SCENES CONTENT WITH THE CREW

BRAND AWARENESS CAMPAIGN

ACTIVATIONS

COUNTRY SPECIFIC CONTENT

CONTENT DURING
THE LOCKDOWN PHASE

RESULTS

  • Since taking over the brand in 2016, the brand has transformed into the most sensible choice for smart spenders and young nomads around the world
  • Air Arabia went from having the 10th to the 4th highest share of voice among airlines in the region
  • Organic growth of followers from 350K to 1.3 Million Followers on Facebook
  • Organic growth of followers from 10K to 166K on Instagram
  • Organic growth of followers from 10K to 27K on Twitter
  • Engagement rate is at an average 34% per 1000 followers, reach is at 28 million and impressions at 42 million per month