KLM-Intern on a Mission

KLM - INTERN ON A MISSION

KLM Royal Dutch Airlines has set social media intern Joery Mooijman the task of learning everything there is to know about the airline and documenting it across their official media channels.

Moojiman has already created video content focusing on topics from aircraft towing to in-flight catering, which he’s exploring first-hand, but so far the intern’s most popular post sees him experiencing KLM’s World Business class in a video which has garnered 1.2 million views, nearly 8000 likes and 533 shares on Facebook.

Although Moojiman is taking on some complex topics – you could go quite deeply into how deicing works, for example – none of his videos are much longer than four minutes.

KLM’s video content clearly builds on the success of the ‘Cockpit Tales’ series on KLM’s YouTube channel, which was produced in ten parts over eighteen months covering what happens behind closed cockpit doors. The first episode, uploaded in February 2015, has reached 1.2 million views.

Sharing insider information to debunk many of the myths surrounding air travel has long been a technique used by aviation brands to help engage customers.

For example, our January 2016 report included a write-up of ‘Big Metal Bird’, a YouTube series from United that takes a behind the scenes look at everything from different kinds of airfield vehicles to an explanation about turbulence.

Similarly, London’s Heathrow Airport has in the past turned over its Instagram account to LHR employee “Airside Joe” used his camera phone to show what’s going on at one of the world’s busiest airports.

KEY TAKE-AWAY

Insider guides like KLM’s intern on a mission or Heathrow’s Airside Joe work for two reasons.

First of all, social media fans feel they are being given a look at exclusive, behind the scenes content most passengers never see. They get to look behind the curtain as it were.

Secondly, using a member of staff as social media fans’ eyes and ears means there is a protagonist who people can empathise with. It gives each video or photo a realness you wouldn’t get if you simply shot a straight-forward corporate video.