Aeroplan has launched its first Facebook initiative to celebrate two milestones for its Beyond Miles CSR initiative: the program’s fifth anniversary and the 200 millionth mile donated.

The Beyond Miles Program allows Aeroplan members to donate their miles to nine charities around the world, including Athletes for Africa, Earth Day Canada and War Child Canada, to help cut transportation costs.

To help spread the word on the program, Aeroplan has turned its attention to Facebook. In a new media strategy for the brand, it will use its Facebook page to facilitate donations, offering to donate extra miles for every “like” the page earns between May 2 and 31, Tarik Qahawish, director, digital marketing and communications, Aeroplan tells MiC.

“This is the first time we have used Facebook in this way,” he says. “Our strategy has always been to try and test different concepts. Until now we have only been using the communication function of our Facebook page, posting to the wall and interacting with consumers.”

The campaign was executed by Cossette Montreal, which signed on to be the company’s creative, media and digital agency last fall and recently launched new brand positioning for the loyalty program. 

Positive results from the online initiative this month, which is being promoted on Aeroplan.com and through the social media platforms of the Beyond Miles partners, may lead to a greater emphasis on social media for Aeroplan, says Qahawish.

“We have been working on our social media strategy for a year and a half,” he says. “We hope that Facebook is a new channel to start communicating with consumers. Based on the results of the promotion this month we might make it a permanent feature on the Facebook page as well as integrating it into Aeroplan.com and email.”