United Airlines is a brand that is well known in the US, but unfortunately have no brand presence in the UK. Managing their UK social platform, we generally speak to an audience who have a keen interest in aviation. However, in order to reach a wider audience, we were tasked to create content that would appeal to different groups and grow that fan base on Facebook specifically, mainly Young Adults and Empty Nesters.
Working across two content pillars we created two different campaigns. Talk American: To get our audience speaking like a local, we created a series of posts translating regional slang into English. Destination for Adventure: We created a campaign of posts promoting United’s wide range of US destinations, such as Las Vegas, Idaho, Jacksonville and Sacramento, and the adventurous things our audience can do when they get there. Furthermore, we launched our first fare sale campaign through Facebook to promote different experiences in Washington DC.
Yearly UKIE Facebook reach, follower growth and engagement rate have all increased since 2015. Our engagement rates are well above industry standard for travel/leisure pages. In the last quarter of 2016 alone, our reach has grown by 321% with follower growth at 87%.
- United Airlines