Can Westjet Christmas miracle teach us a thing or three? On Tuesday December 10th I saw the Westjet Christmas Miracle: Real time giving video appear on my Google+ notifications. It had been shared by Karen Cokenour (I always look at her posts as I trust them to be full of value). She in turn had shared from Alistair Lattimore who had picked it up from Mashable (article shared over a million times at time of going to press!) and so the links go on. I decided to look into it a bit more closely. Taken on simple face value, it has given me the same wonderful “feel good” factor and goose bumps that are being felt by people all round the world. Looking at it from a marketing perspective, my humble opinion is that it is quite simply one of the best marketing constructions I’ve ever come across. This video had been viewed about 12 million times on Tuesday, and four days later that figure has increased to over 22 million. Each person may well have shown it on their device to several others, so the impact spreads further than the “hits”. There are 24,655 comments on WestJet’s YouTube page, of which the resounding majority are full of wonder at the generosity and admiration for the excellent marketing idea. All of this shared love will no doubt contribute to a positive lift on WestJet’s bottom line in 2014 and beyond. But what have the company achieved in this Christmas campaign? Why does this campaign work so well? I think the latter is down to a few key factors that we recognise as keys to success: 1) Engagement: People engage with people don’t they? Emotion is a powerful [...]
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