Case Study

RHP help Virgin Galactic with online cabin reveal

  • >300k Livestream Views
  • >6k Youtube Subscribers
  • >1000 App downloads

Virgin Galactic gave audiences their first look of the spectacular cabin that will be taking tourists to space with a live ‘reveal’ and walktrough on Youtube in July. Red Hot Penny’s Paid Social team were there to support with multiple campaigns, remarketing, paid social and insights. 

What were the main business goals? 

Virgin Galactic’s cabin reveal was billed as a defining moment of aviation history. With their focus on experience enhancing pioneering design, the suborbital spaceliner reveal promised to be a remarkable occasion. The key objective was to drive as many views of the live Youtube video as possible, as well as increasing the channels subscribers. In addition, Virgin Galactic were keen to promote the Galactic App, as well as the ‘one small step’ program.

How did Red Hot Penny help Virgin Galactic achieve success? 

Firstly, the Red Hot Penny team monitored the organic content that Virgin Galactic were distributing about the Cabin Reveal on Facebook, Instagram and Twitter. This allowed us to identify the most successful content and promote this to the wider audience of relevant users.

In turn, with Red Hot Penny closely monitoring reception to this activity, against utilising automated software, it enabled us to optimise in real time based on our learnings.

Furthermore Red Hot Penny set up cross-promotion for One Small Step and the Virgin Galactic app using learnings and data from Cabin Reveal campaign, including engagement remarketing, ensuring that the activity continued to align with real time objectives through the campaign progression.

What were the results? 

Firstly, there was an impressive 25k people watching live around the globe, as well as over 300k views of the livestream.

Youtube subscribers increased by over 6k during the campaign.

Facebook tracked 43 purchases via the one small step program campaign.

The Virgin Galactic App achieved over 1k downloads.

To find out more about why brands need Paid social as part of their marketing activity, click here.

The inside of the virgin galactic cabin

What our expert said

While One Small Step was the only campaign to directly drive revenue, the other campaigns contributed to the results by creating interest around the brand and generating the data that helped to achieve these results (e.g. through engagement remarketing).

Claire Warne, Paid Social Manager

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