Sander, King of KLM
"One platform worker. One crown. One million hearts."
Sander, King of KLM
"One platform worker. One crown. One million hearts."
Sander, King of KLM
"One platform worker. One crown. One million hearts."
Background & objective
How do you show the heart of a company with over 30,000 employees? You hand them the camera. KLM set out to spotlight its departments through EGC (Employee Generated Content), not just to increase brand awareness, but to show the care, responsibility and pride that fuels their iconic blue. The mission: make the people behind the brand feel seen, including one standout platform employee from Ground Services.
Background & objective
How do you show the heart of a company with over 30,000 employees? You hand them the camera. KLM set out to spotlight its departments through EGC (Employee Generated Content), not just to increase brand awareness, but to show the care, responsibility and pride that fuels their iconic blue. The mission: make the people behind the brand feel seen, including one standout platform employee from Ground Services.
Background & objective
How do you show the heart of a company with over 30,000 employees? You hand them the camera. KLM set out to spotlight its departments through EGC (Employee Generated Content), not just to increase brand awareness, but to show the care, responsibility and pride that fuels their iconic blue. The mission: make the people behind the brand feel seen, including one standout platform employee from Ground Services.
The idea
Meet Sander: 100% authentic, thick Dutch accent, zero media training and a big, blue heart. In his very first video, Sander won the hearts of aviation fans and travelers alike. Comments poured in calling him “a king,” so we ran with it. In the consecutive video, Sander returned, this time in full royal attire to explain King’s Day and share little-known facts about KLM’s royal roots like the real King of the Netherlands flying for KLM. The result? A feel-good, flight-deck-to-feed series that showed the pride and personality behind the brand.
The execution
A low-lift, high-impact series powered by short-form EGC. Filmed on location, with real KLM employees, real stories and Sander being 100% Sander. We launched the videos natively on TikTok and Instagram, with a tone that matched platform behavior and culture. The result is a binge-worthy series that feels more like a docu-comedy than corporate content - with more to come.
The idea
Meet Sander: 100% authentic, thick Dutch accent, zero media training and a big, blue heart. In his very first video, Sander won the hearts of aviation fans and travelers alike. Comments poured in calling him “a king,” so we ran with it. In the consecutive video, Sander returned, this time in full royal attire to explain King’s Day and share little-known facts about KLM’s royal roots like the real King of the Netherlands flying for KLM. The result? A feel-good, flight-deck-to-feed series that showed the pride and personality behind the brand.
The execution
A low-lift, high-impact series powered by short-form EGC. Filmed on location, with real KLM employees, real stories and Sander being 100% Sander. We launched the videos natively on TikTok and Instagram, with a tone that matched platform behavior and culture. The result is a binge-worthy series that feels more like a docu-comedy than corporate content - with more to come.
The idea
Meet Sander: 100% authentic, thick Dutch accent, zero media training and a big, blue heart. In his very first video, Sander won the hearts of aviation fans and travelers alike. Comments poured in calling him “a king,” so we ran with it. In the consecutive video, Sander returned, this time in full royal attire to explain King’s Day and share little-known facts about KLM’s royal roots like the real King of the Netherlands flying for KLM. The result? A feel-good, flight-deck-to-feed series that showed the pride and personality behind the brand.
The execution
A low-lift, high-impact series powered by short-form EGC. Filmed on location, with real KLM employees, real stories and Sander being 100% Sander. We launched the videos natively on TikTok and Instagram, with a tone that matched platform behavior and culture. The result is a binge-worthy series that feels more like a docu-comedy than corporate content - with more to come.
Results & impact
Two videos (so far). One King. And a whole lot of love.
Nearly 2M organic views
10.2% average engagement rate
57.6K likes, 22K shares, 4.3K saves
Over 1,100 comments, sparking community fandom
The series became KLM’s most organically loved content of the year, catching the attention of national media. Sander was featured on RTL’s Renze (1M viewers), NPO’s Van Roosmalen & Groenteman (500K viewers), and even landed on cult-favorite platform Dumpert. Not bad for someone who just wanted to explain his job.
Results & impact
Two videos (so far). One King. And a whole lot of love.
Nearly 2M organic views
10.2% average engagement rate
57.6K likes, 22K shares, 4.3K saves
Over 1,100 comments, sparking community fandom
The series became KLM’s most organically loved content of the year, catching the attention of national media. Sander was featured on RTL’s Renze (1M viewers), NPO’s Van Roosmalen & Groenteman (500K viewers), and even landed on cult-favorite platform Dumpert. Not bad for someone who just wanted to explain his job.
Results & impact
Two videos (so far). One King. And a whole lot of love.
Nearly 2M organic views
10.2% average engagement rate
57.6K likes, 22K shares, 4.3K saves
Over 1,100 comments, sparking community fandom
The series became KLM’s most organically loved content of the year, catching the attention of national media. Sander was featured on RTL’s Renze (1M viewers), NPO’s Van Roosmalen & Groenteman (500K viewers), and even landed on cult-favorite platform Dumpert. Not bad for someone who just wanted to explain his job.
Why it belongs at the Lovies
This wasn’t just a social video series, it was character-driven storytelling with cultural weight. It celebrated national identity, entertained millions, and gave KLM a face people genuinely want to see more of. The campaign merged entertainment with authenticity, proving that the most engaging content can come straight from the tarmac. No influencers, just impact.
Stay tuned - Sander’s just getting started.
Why it belongs at the Lovies
This wasn’t just a social video series, it was character-driven storytelling with cultural weight. It celebrated national identity, entertained millions, and gave KLM a face people genuinely want to see more of. The campaign merged entertainment with authenticity, proving that the most engaging content can come straight from the tarmac. No influencers, just impact.
Stay tuned - Sander’s just getting started.
Why it belongs at the Lovies
This wasn’t just a social video series, it was character-driven storytelling with cultural weight. It celebrated national identity, entertained millions, and gave KLM a face people genuinely want to see more of. The campaign merged entertainment with authenticity, proving that the most engaging content can come straight from the tarmac. No influencers, just impact.
Stay tuned - Sander’s just getting started.
