KLM
King Sander Social Campaign
Meet Sander: KLM’s platform worker turned TikTok royalty
What started as a spontaneous “day in the life” video turned into a full-blown internet love story. With his thick Dutch accent, contagious humor, and unfiltered honesty, Sander gave audiences a glimpse into the heart of KLM: one that’s funny, proud, and surprisingly relatable. Together with KLM, we turned everyday airport life into scroll-stopping entertainment, proving that authenticity still rules the algorithm.
WALK WITH US
Our Approach
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. Meet Sander: a real ground crew employee who had never been in front of a camera but instantly stole every scene.
We helped shape the story, guided scripting and ensured every frame matched TikTok’s tone and rhythm, but the essence remained 100% Sander. No filters, no fluff, no corporate gloss. Just a guy in a high-vis jacket, a royal crown and an endless love for KLM. The result? A video that felt more like a comedy sketch than a campaign and connected far deeper because of it.
LET'S GO IN-DEPTH
Our Process
We built the content from the inside out: literally on the KLM platform, surrounded by planes, crew, and the everyday hustle that makes aviation magical. The filming setup was deliberately minimal: natural light, handheld shots, and a small crew to preserve that spontaneous “caught on camera” feel.
The first video introduced Sander and his world: the tarmac, the team, the weather, the pride. It struck gold immediately. So we doubled down: crafting a follow-up where Sander explained KLM’s royal roots while dressed as a king. A mix of docu, comedy, and pure authenticity.
Throughout the process, GoSpooky handled concepting, creative direction, and rollout strategy, ensuring it felt as native to TikTok as any creator-led video. It wasn’t about advertising KLM. It was about letting KLM’s people be the story.
HOW DID IT GO?
The Results
When the first video dropped, TikTok fell in love. Comments poured in from all over the world: “Protect this man at all costs,” “Give him a raise,” “This is the content I needed today.” Within days, Sander’s videos reached 849K organic views, hit 1.1M total reach, generated an 8.06% engagement rate: well above platform benchmarks and KLM’s TikTok grew by 3,000+ organic followers.
“King Sander” became more than a viral moment, he became the symbol of a new kind of brand storytelling: EGC (Employee Generated Content) that builds trust, drives joy, and makes audiences care. The campaign even took home a Lovie Award, crowning KLM’s most human story yet.
Long live King Sander 👑
