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Lufthansa’s #PilotDiary Campaign Offers a Peek Inside the Cockpit


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At a time when many travel companies are scrambling to find their social media identities, Lufthansa is setting a powerful example of how to engage an audience and develop a distinct personality.

— Eliza Ronalds-Hannon

Lufthansa Airlines once again showed its social media savvy with a recent 5-day campaign chronicling the daily life of a Lufthansa pilot. The airline’s #pilotdiary series was primarily an Instagram campaign, but was integrated into the airline’s Facebook and Twitter feeds as well.

Lufthansa Senior First Officer Philipp flew from Frankfurt to Los Angeles and back to Frankfurt the week of July 29th, piloting a Boeing 747-400 and 747-8. In the process he chronicled his meetings, meals, in-air “office” and more.

The company’s Instagram followers grew from around 1,500 to almost 4,000 over that week, said Nils Haupt, Lufthansa’s Director of Corporate Communications.

Sharing the photos on Facebook boosted fan engagement too, Haupt said, with each post getting between 2,000 and 10,000 likes.

During the campaign, Lufthansa posted 39 Instagram photos, 13 Tweets – which were not all related to the campaign – and shared 15 of Pilot Phillip’s photos on its Facebook page.

The pilot shared pictures of his view at the helm of the plane, his cockpit meals, and his free-time activities.

Before this campaign, Lufthansa ran a similarly humanizing one-week campaign called #DeinBerliner which followed one woman’s trip to Berlin and crowdsourced her agenda from its social followers.

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