Inspiring fierce loyalty in a fragile economic climate.
JetBlue needed a long-term growth strategy that built the brand for its most important audiences (customers and crew), and insulated the airline from competition and fluctuating market dynamics. We articulated a rallying cry for consumers as well as a promise the entire company could get behind, from CEO to in-fight crew to ground crew to customer service—an inspiring, enlightened statement in three words: You Above All.
To reinforce this brand positioning, our buzz-driving work leaned into cultural tensions whenever consumers could use a dose of humanity.
AirSMR
To capitalize on the seasonal surge in holiday travelers, JetBlue needed to stand out against the airline pack and drive non-customer appeal.
With AirSMR, we sought to reduce traveler stress during peak holiday travel mayhem by turning the airport into a calm and pleasant, even euphoric, experience. The soothing audio experience, which leveraged sounds from JFK’s Terminal 5, drove significant conversation, traffic and earned media attention during the most cluttered time of year to break through.
Results:
+260% lift in non-customer traffic, +35% increase in bookings, 486M impressions ($800K in ad equivalency) and 10x higher video views.
Pie in the Sky
Dominant on the East Coast, JetBlue was known as “JetWho?!” on the West. As New York’s Hometown Airline, JetBlue knows no one does pizza like New York. That’s why we decided to fly an iconic taste of our home—authentic New York pizza—across the country to LA. “Pie in the Sky” was the first ever same-day transcontinental pizza delivery service that gave West Coasters unfamiliar with the brand a real taste of the JetBlue experience.
Results:
22ppt increase in “first choice,” a metric correlated with market share gain, and $4.1M worth of media (8x our budget).
Making JetBlue as beloved on social media as it was in the air.
Elevating a customer service channel for one of the world’s most hated industries into a channel that better serves customers and the brand is no small task.
To bring humanity back to the feed and create connections with customers (much like JetBlue does in air) across our social channels, we developed a content strategy and approach rooted in customer passions, cultural interests and trending topics to increase relevance and restore positivity.
As a result, JetBlue’s positive social sentiment grew to 3X that of the industry average, increasing 25% year over year (despite the converse industry trend), and saw record-high engagement (+55% year over year) and impressions (+101% year over year).
