American Airlines
Overview
With my time at American Airlines, I overlooked the social strategy, creative ideation, asset curation, copywriting and social management of six brand channels including: Instagram, Facebook, LinkedIn, Twitter (X), YouTube and Threads – and one internal employee advocacy program.
My work scope also included creative and art direction focusing on storyboarding, creating content (photo, long/short-form video, animations, giphys, and static imagery), and long/short-form writing.
Customer Service Instagram Highlights
In an effort to better utilize Instagram Highlights as a one-stop-shop repository for customer questions, I created intro animation cards for different buckets of FAQs mirroring information from different tabs on the corresponding customer service landing page. Additionally, I created branded icons for the related topics.
Content buckets included: On-ground amenities for customers, personal items, important travel information, reservation questions, tech service, special assistance, sustainability, and loyalty.
Summer 2024 Network Announcement
In the first of its kind for American, I led the creative direction and social communication for an easter-egg style video announcing the largest summer network editions since pre-covid.
The boarding passes were made by me with hints of the Summer destinations and additional easter eggs including stamps, stickers, pins and written notes were sprinkled for a fun interactive component for our audience. The next day, the easter eggs were revealed via stories with the announcement reel in feed. The story reveals and the destination announcement video were made by me.
Instagram Stickers
To further drive audience engagement and spread brand awareness, I hand drew a set of evergreen travel stickers/GIPHYs to increase brand love. Additionally, brand influencers were able to include stickers as additional brand moments within their travel stories.
To use: type ‘American Airlines’ into the sticker feature on Instagram Stories.
Buy Gift Transfer - Black Friday Promotion
A first for American, I led an initiative to amplify one of the largest holiday loyalty program pushes on organic social rather than simply sticking to email marketing and paid ad placements. Around the theme of ‘the gift that keeps on giving, purchase miles now for a rewarding vacation later,’ the overall campaign made about $25-26M with media pickup of the social content. I creative directed the reel and created the static assets.
Organic link clicks on Instagram alone reached nearly 3,000 noting the goal of organically turning followers into AAdvantage members. On Facebook, we saw the most engagements with our audience and on Twitter (X), the top overall campaign impressions.
LinkedIn Newsletter
To further create a one-stop-shop for our audience, I launched and wrote ‘Around American,’ a LinkedIn Newsletter focused on what is happening across the organization from operations and customer experience to team member and community stories. This newsletter was created for the intent of being a condensed rundown of inflection points happening within the business and feel good stories that may not make it to the larger newsroom.
All editions written and published by me are listed below:
Brand Love
The audience is always the top priority, so I led the resurgence of a ‘brand love’ landing page, including fun on-the-go content: paper airplanes, color sheets, and printable cards to gift.