This case study provides an insight into the B2B social media strategy implemented to drive sales of the A380, the world's biggest passenger plane and the most expensive mass-produced product ever made. Advertising can play an important part in influencing key decision makers.

The strategy focused around gathering passenger comments using social media to make a correlation between passenger appeal and airline profits. This article outlines and includes:

• The background to the strategy and the client's brief
• How the strategy was implemented
• Specific results of the campaign strategy, which ultimately influenced orders of the plane at Le Bourget air show
• Images of the innovative media formats used during the campaign