Case Study: Cargolux achieves a 20% global increase in brand mentions with Talkwalker

How Cargolux measured the splash from a whale of a sponsorship Yet

Cargolux, Europe’s leading all-cargo airline based in Luxembourg, partnered with Sea Life Trust and WDC to transport two beluga whales from China to a new sanctuary in Iceland — a high-profile, logistically complex move that presented a unique opportunity to build global brand awareness. The challenge was to coordinate PR across partners and measure the campaign’s reach and impact in target markets like the UK, China and Iceland.

Using Talkwalker’s social listening and analytics, Cargolux monitored mentions before, during and after the flight, coordinated real-time messaging across partners, and optimized content (notably a highly engaging tweet) to amplify reach. The campaign generated 6.6k direct mentions, Cargolux was referenced in about 20% of those, and overall brand mentions rose 20% to 8.3k (avg. 1,443/month), with UK mentions up 42% and 56 mentions in Iceland versus zero previously — demonstrating the effectiveness of coordinated PR and active social listening.

Cargolux

Moa Sigurdardottir

Head of Corporate Communications & CSR