Social Media

The Truth About Ryanair's 'Savage' Social Media Strategy

Airline's head of social media says there's a 'method behind the madness'

tweet showing image of katy perry superimposed with ryanair seating plan — Ryanair’s head of social media said the company's 'brazen' approach to social is rooted in strategy.Ryanair/Twitter

By Rebecca Stewart

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

For budget Airline Ryanair, the marketing modus operandi has always been rooted in provocative PR. And if you’re one of the millions of people who have seen its hot takes on social media, it will come as no surprise an evolution of this strategy is helping it thrive online.

From press ads announcing rival EasyJet’s hire of former corrupt Zimbabwean dictator Robert Mugabe as “head of punctuality” to trolling newspapers with reports it was set to introduce “standing” seats on its infamously cramped planes, the brand has never been afraid to court controversy.

Rebecca Stewart

rebecca.stewart@adweek.com

Rebecca is Adweek's Europe brand editor.

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