Going beyond the product: AirAsia's Rudy Khaw on having multiple brand IG accounts

Most brands only have one social media page, but low-cost airline carrier AirAsia is changing the game with the creation of a new @AirAsia Instagram page which centres on its people and the region instead of the brand's products.

Not to be confused with the existing @FlyAirAsia Instagram account, the new page, created just a few weeks ago, debuted with a content series titled "People, places, passion" where the account featured creators who will show audiences a new side of Asean to explore.

In a conversation with MARKETING-INTERACTIVE, AirAsia brand co. (Abc) CEO Rudy Khaw said that AirAsia is "more than just an airline", adding that the account is for the AirAsia brand - what it champions, what it stands for, as well as exciting ventures and collaborations that may not necessarily tie to a specific AirAsia product many are familiar with such as its airline or platform AirAsia MOVE.

Don't miss: Have you met AirAsia brand co.'s new playful buddies attempting to extend brand reach?

"It is really a page where the brand highlights people, places and passion of Asean alongside exciting initiatives that showcase our brand development into lifestyle as well as our 'Dare to dream' spirit", explained Khaw.

The decision to launch a new Instagram page comes as the brand saw a need to ensure that the brand could continue to engage its audiences beyond dollars and cents.

"Instagram, like a lot of other social channels, has evolved in terms of how brands utilise them. The AirAsia brand is one that does many things, and we saw a need to ensure that there was a space where the brand could continue to build, grow and resonate with consumers beyond destinations and sales. Under our brand company Abc., we intend to continue taking AirAsia further as a masterbrand," said Khaw. 

That said, to further amplify the brand and its values, as well as to differentiate itself from the @FlyAirAsia account, the new page will be undertaking a new content strategy that centres around communities in the Asean region. 

"You will still see elements of the products that carry our brand such as the airline, but we will largely feature content that revolves around people, places and the passions of Asean, brand initiatives that are not product specific, inspiring content centered around the spirit of 'Dare to dream'.," said Khaw.

"It will also take a bit of a youthful and definitely more community driven approach as we want to shine a light on what our home Asean has to offer," he added. 

The new content strategy will feature real people, real stories and real communities, as well as a side to Asean that has yet to be discovered. "As the champions of Asean, we want to lead a narrative that excites and resonates with the younger generation to build brand love. There will also be content that features new brand led initiatives such as sponsored events, partnerships, collaborations and the likes. We'll use this page to drive awareness of that as well," explained Khaw.

He added that as a brand, AirAsia has "always championed the region". Having been around for 23 years, the brand has also noticed that Asean has largely been promoted culturally one-dimensionally.

"There is so much to Asean that many are unaware of. Combining that with the understanding that a brand needs to continuously engage new generations as we grow, we began exploring a different side of Asean through communities with the help of our allstars all around the region to understand what's popping on the ground, what's hot, what's new and what are the locals are really into," said Khaw.

"Adding to that, there are so many strong creative talents in the region that we felt would be able to tell these stories together with us and we wanted to create stories about Asean by Asean with Asean," he explained.

The new Instagram account debuted with a trendjack post of the baby pygmy hippo Moo Deng, followed by a series of posts centering the Philippines, its nightlife and a new sound known as 'Budots', a Filipino version of Techno music.

To kickstart the 'people, places, passion' content series, the new Instagram page profiled a Filipino creator who goes by the name Bamitssam and a DJ known as DJ LOVE (Sherwin Tuna).

Following which, the brand took on Malaysia with a reel showcasing how Malaysians celebrated Malaysia Day in style with fresh takes on the traditional sarong and good vibes.

"We start with finding Asean talents, whether they're up and coming or otherwise. We also look at their skill sets and how they would be able to lend that to a story, community or passion they want to bring awareness to," said Khaw when asked how the new Instagram page chooses who to profile. 

According to Khaw, the page has received "plenty of positive responses" so far, justifying the brand's belief in community engagement in the truest sense. "Our posts regarding Budots has garnered so much local love from the community in the Philippines and we're hoping for similar reactions as we feature other parts of Asean as well," said Khaw. 

In addition to a new Instagram page, Abc. has also launched a new IP called 'AirAsia Buds' to extend the brand's reach. 

Created in partnership with Moonbug Entertainment and MiraiLab, the IP features a dynamic group of animal characters including a thrill-seeking tapir named Tappy, a foodie pygmy elephant named Bam, a trendy orangutan named Ogu and a mischief-making deal hunter from another planet named Biggie. 

The characters were inspired by the ASEAN region and aim to represent the spirit of curiosity, teamwork, and love. They also embody AirAsia's playful spirit and vibrant connection with the ASEAN community, it said in a statement. 

AirAsia Buds comes as Abc aims to build and extend the AirAsia brand's reach towards becoming a globally recognised icon that consumers can love through lifestyle and entertainment content and experiences. 

Related articles:  
Tealive and Secret Recipe partner AirAsia to provide healthier meals onboard 
AirAsia commits to punctuality in quirky Thai spot  
Tealive and Secret Recipe partner AirAsia to provide healthier meals onboard