Welcome Home – KLM Royal Dutch Airlines
A film celebrating Team NL returning home from the Winter Olympics in PyeongChang
Client:
KLM Royal Dutch Airlines
Services:
- Strategy
- Creative Development
- Video Production
Challenge
KLM wanted a social-first film that would emotionally connect with audiences while celebrating Dutch Olympic athletes returning home.
Action
We created Welcome Home, a cinematic social film focused on the emotion and pride surrounding Team NL’s return from the Winter Olympics. The film was created specifically for KLM’s social media channels, with a strong focus on emotional storytelling.
Results
The film achieved strong organic reach across KLM’s social channels and quickly gained momentum, leading to additional paid media investment to further scale its performance. On Facebook alone, it generated over 30,000 likes, 991 comments, and 9,5K shares
The Story
During the 2018 Winter Olympics in PyeongChang, KLM saw an opportunity to create a film that would tap into national pride and emotional storytelling around the return of Dutch athletes. At the time, social-first branded films had strong potential to spread organically when they connected to timely cultural moments and emotion-driven narratives.
The goal was not a traditional campaign, but a social film that people would naturally engage with and share across platforms. The story centred on the athletes’ return to Dutch soil and the emotional connection between sport, national pride, and KLM’s role in bringing people home.
EQUS worked closely with KLM’s marketing team to shape a social-first storytelling approach that balances cinematic quality and emotional clarity required for social platforms. According to KLM, the collaboration stood out for its partnership approach, starting from the client’s goals, asking the right strategic questions, and actively advising on how to achieve the strongest possible impact across social media.
The film went on to achieve strong organic performance, demonstrating how timely storytelling and emotional relevance can turn branded social content into something audiences genuinely connect with. This led to additional paid ads investment to further scale its performance.
Gallery
