Get The Bubbly: An Aussie Classic Makes A Comeback On Social Media

Get The Bubbly: An Aussie Classic Makes A Comeback On Social Media
SHARE
THIS



National airlines are a source of pride and patriotism. They’re also companies that have longevity: for example, Qantas was founded in 1920, and celebrated its 100th birthday last year.

We have strong emotional connections to these brands because they represent some of the things we love about being an Aussie. Our sense of adventure. Our sense of fair play. Our appreciation of freedom and nature. It’s no accident that Qantas has kept the Kangaroo as its emblem since 1944.

In Zavy social media brand tracking, we’ve seen a real sense of empathy and support for airlines during the pandemic.

For example, when Qantas memorably farewelled the “Queen of the Skies” in July 2020 by tracing a kangaroo in its final flight path, the Facebook post sparked 2,200 comments, many of which were simply people thanking the Qantas team and sharing their favourite travel memories. There was huge conversation: over 50 stories online and 5,700 mentions on social. Even Mark Ritson was impressed. The post pushed Qantas’ Zavy score to a whopping 2,991. For context, the NRMA currently leads the scoreboard with a score of 556.

But – understatement of the year – it’s been tough going for the travel and tourism sector. Zavy’s Pages tool shows that airlines’ social media post frequency and engagement dropped dramatically compared to pre-pandemic levels during the lockdown in 2020 and has stayed subdued for much of this year. For example, in March 2019, Qantas posted 346 times on social media. In March 2020, they posted 53 times. This March, they posted 13 times.

This is understandable: with international tourism on hold and people experiencing uncertainty like never before, there’s not too much to say. Instead, they’ve focused on sharing nostalgic content to celebrate their centenary and help people remember happier times. These posts drive forward the narrative that Qantas has been a part of Australian life for a long time, through good times and bad. They’ve also promoted domestic tourism and supported Pride (this is smart: brands that engage in CSR drive almost twice as much engagement per follower than brands that don’t).

Which brings us to the big news of April: the opening up of the Trans-Tasman bubble.

Suddenly, airlines had new things to celebrate – cautiously  

Since the announcement of the Trans-Tasman bubble, we’ve seen Qantas’ Zavy score almost triple:

Better still for Qantas, it’s on the rise compared to the rest of the Aussie Top 25 Brands in our scoreboard. In the graph below, you can see how it broke away from the pack on 7 April to take the number 4 spot in our scoreboard:

How did they do it? Well, the bubble was announced at around 5pm on 6 April.  The very next day, Qantas launched their “Bubble is Open” video on Instagram and Facebook  – propelling them up the scoreboard.

High quality, with a remarkable, reflective aesthetic, the video shows the natural beauty of both countries, highlighting the connection between New Zealand and Australia. It made an impact, earning 2,807 likes, 426 comments and 778 shares on Facebook alone.

Better still, they highlighted “bubble”,  a word that, according to Zavy’s Radar social listening tool, has been included in 3,482 articles and posts and been mentioned over 32,500 times on social media in April alone. The word has a 61% sentiment score. Top topics related to the word – “travel”, “quarantine”, “pacific”, “destination”, “welcome” – show that Australians are talking seriously about travel again. “The Bubble is Open” video captured that sense of possibility and excitement.

It’s fantastic to see Qantas maintaining this Zavy score throughout April – will we see steady upwards growth as travel opens up further? Will they be able to maintain it through the potential  turbulence of short, sharp lockdowns? We think so.

Want these insights for your own brand?

Get started with your own, free Zavy scoreboard. Sign up here.

 

Please login with linkedin to comment

zavy

Latest News

Today’s The Day! Announcing The Winners From The 2021 Snapchat Young Lions Competition
  • Marketing

Today’s The Day! Announcing The Winners From The 2021 Snapchat Young Lions Competition

Here we have it: all the winners for this year’s 2021 Snapchat Young Lions Competition. The Misfits Media Company, proud official representatives of the Cannes Lions Festival in Australia, is delighted to share the winners for this prestigious award. After presenting their second-round pitches, all the shortlisted candidates were evaluated by 50 esteemed industry judges. […]

by B&T Magazine

B&T Magazine
IAB’s MeasureUp To Return In 2021
  • Media

IAB’s MeasureUp To Return In 2021

IAB Australia has announced that the MeasureUp conference will return for its fifth year on 27th October and is seeking submissions for smart and engaging speakers, sessions or workshops from Australia’s media and marketing industry. As investment in digital advertising continues to outpace the rest of the media sector representing two-thirds of the paid advertising market, […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Google Maps Out Return To Office

It appears free breakfast, lunch & dinner, slippery dips, bean bags & escape pods not enough to lure Google staff back.

by B&T Magazine

B&T Magazine
gamer work space concept, top view a gaming gear, mouse, keyboard, joystick, headset, mobile joystick, in ear headphone and mouse pad on black table background.
  • Technology

Admix In-Play Advertising To Be Verified For The First Time By IAS

In-Play advertising platform Admix has announced a new partnership with Integral Ad Science (IAS). This integration with IAS makes Admix the only In-Play advertising company to offer ad inventory that is measured and verified by a trusted, independent partner. This ground-breaking news means that the quality of Admix’ In-Play advertising is independently assessed and verified […]

ADMA Launches Cookie Masterclass
  • Media

ADMA Launches Cookie Masterclass

ADMA has launched a cookie masterclass that B&T understands isn't modelled on Sydney Fish Markets Cooking School.

Fashion Photographer Scott Ehler Collaborates With The Children’s Tumour Foundation Australia In New Campaign
  • Campaigns

Fashion Photographer Scott Ehler Collaborates With The Children’s Tumour Foundation Australia In New Campaign

The Children’s Tumour Foundation (CTF) has teamed up with international fashion photographer and industry veteran Scott Ehler, to develop a striking campaign that aims to shine a light on a lifelong, genetic condition called Neurofibromatosis (NF). Progressive and unpredictable, NF causes tumours to form on nerves in the body, including the brain and spine. In […]

Sitecore Acquires Moosend
  • Technology

Sitecore Acquires Moosend

Sitecore has acquired Moosend. B&T unsure who ended up with the front part.