Giving human stories wings
Just in time for its 100th anniversary, KLM was looking for a new approach to Instagram. Inspired by the rise of on-demand platforms like Netflix and brands like RedBull who act as content creators, we created a content strategy that makes KLM the publisher of human stories.
Instagram is a crowded field, especially when it comes to anything travel. So how can KLM stand out? We had to find an approach that felt unique to KLM and “always relevant” rather than “always on”. We took a literal page out of the KLM publications Holland Herald and iFly magazine to formulate an editorial approach to Instagram, while making the most out of what’s great about Instagram.
Instagram has evolved from a platform with beautiful pictures to one that can help brands build much deeper connections. Using Instagram stories for more in-the-moment and interactive content formats and Instagram TV for longer form content, our content leverages video content that shows off all the ways in which KLM cares about people.
The range of storylines we created for KLM varies from highlighting special movie destinations, a day in the life of a flight attendant and stories that tell us more about all the products that are used to make a KLM flight extra enjoyable.