Case Study: Santy achieves loyalty from young business travelers with NetBase Quid

Understanding Consumers’ Needs Lets You Offer Right Perks to Win Loyalty

Santy, an ad agency working for a major airline, was tasked with helping the airline win long-term loyalty from young business travelers. The airline lacked clear insight into who this segment was, which travel touch points mattered most, where they talked about travel online, and how they perceived the brand—making targeted messaging and loyalty offers difficult to design.

Santy used the NetBase social analytics platform to analyze conversations across Twitter, Reddit and The Points Guy, map booking-to-baggage touch points, and assess loyalty preferences; they discovered that first-class upgrades were the top perk and the mobile app inspired strong positive sentiment while the website generated frustration. Armed with these insights, Santy recommended using Twitter as the communications hub, emphasizing upgrade benefits in loyalty messaging, and driving digital traffic to the mobile app—delivering a clear, data-driven marketing blueprint.

Santy

Adam Pierno

Director of Brand Strategy and Planning