The icon brands KLM and Miffy have more in common than meets the eye. By partnering with Miffy, KLM found an inspirational character for its communication in China. The two brands share many of the same brand values as well as their Dutch heritage. What’s more, Miffy proved to be popular among the female audience that KLM wanted to reach. This was the foundation for this Chinese brand campaign that ran almost entirely through social media.


KLM’s newest crewmember, Uncle pilot, took Miffy on a trip around the world.
Miffy started her journey in Amsterdam, followed by Rome, Paris, Barcelona, London and a sunny destination that remained secret for most of the campaign: Rio de Janeiro. Miffy’s travel adventures were captured in 25 videos, hundreds of photos and over 1000 Chinese social media posts. Followers who engaged in the many games, quizzes and online activities had a chance to win KLM and Miffy co-branded prizes. Chinese key opinion leaders living at the destinations helped spread the word to over 175 million people on Chinese social media.


With over 4.2 million video views, 518.000 reposts, 137.000 replies, more than 850,000 website visits and coverage in Chinese and global media the campaign became a great success.
Ultimately, the number of fans on the Chinese social media channels KLM increased by over 88,000 and the spontaneous brand awareness of KLM increased to 2.7%.
Our ‘Around the world with Miffy and KLM’-campaign was recognized as Official Honouree at the 17th annual Webby awards in the category “Social Media Campaigns”. Official Honourees are ranked amongst the top 15% of all work entered that exhibit remarkable achievement.