American Airlines
2022-2025
Social Engagement Specialist
While at American Airlines, I overlooked the content strategy, project management, copywriting, and social management of six organic social brand channels: Instagram, Facebook, LinkedIn, Twitter (X), YouTube, and [briefly] Threads.
My work scope also included social-first art direction and creating content including but not limited to photography, videography, animations, giphys, and stickers.
Projects that made it off the tarmac
LET’S FLY
Summer 2024 Network Announcement
Programs
Adobe Premiere, Illustrator
Canva
In the first of its kind for American Airlines, I led the creative campaign and social communications for an easter-egg style series announcing the most significant summer network announcement since post-COVID. From concept to completion, I project-managed all areas of this organic campaign.
For creative execution, I made the boarding passes with hints of the destinations. I added additional easter eggs – including stamps, stickers, pins, and written notes for a fun interactive component for our audience. A full 24 hours after posting, the easter eggs were revealed via stories with the announcement reel in feed. I made both the story tiles and the destination announcement video.
Teaser
Announcement
Easter Egg Story Tile Reveals
Winter 2024 Network Announcement
Programs
Following a similar organic thematic, trending social sounds and easter eggs were used to create social conversation for our Winter 2024 network annoucement. Similar creative treatment was kept for the annoucement video as well to begin visual grouping.
Adobe Premiere, After Effects
Teaser
Announcement
Easter Egg Story Tile Reveals
Summer 2025 Network Announcement
Building brand love means being in the driver's seat with the excitement of your news. While 2025 may not have had as many new destinations, focusing on growing our network and expanding routes in our hubs took center stage for this social strategy. To keep the fun momentum with teasers and easter eggs, I replicated a similar recipe to other announcements.
Note: I led the art direction for the announcement, but the final product was delivered by the internal brand team.
Adobe Premiere, After Effects
Programs
Teaser
Announcement
25th Annual Latin Grammys
Programs
I led the organic social strategy and content creation for American Airlines, being the official airline sponsor of the 25th annual Latin Grammys. In collaboration with our sponsorship and public relations teams, we captured social-first content highlighting our Miami Hub, focusing on Miami being the gateway to Latin America for our network and creating our first bi-lingual piece of content with Spanish-speaking nominees. I developed all creative placements for social channels.
Adobe Premiere, InDesign
Miami Airport Highlight
Nominee Questions
Lounge and Partner Promotions
DFW-BNE Inagural + Sweepstakes
Programs
I had the privilege of running the first social flight sweepstakes on American’s organic channels in partnership with the Queensland Tourism Board and Qantas. In a two-part social series, the customer surprise and delight shined a light on the inaugural addition of our Dallas-Fort Worth to Brisbane route with Coco the Koala uplifting spirits while the Airport Dad reel helped amplify the family sweepstakes opened to AAdvantage® members.
Adobe Premiere
Brisbane Family Sweepstakes
Inaugural Surprise and Delight
Buy, Gift, Transfer with AAdvantage®
Programs
Adobe Premiere, InDesign
The Black Friday BGT sale was a routine paid campaign led by our AAdvantage® marketing team, but in an effort to further drive customer awareness and action, I led the campaign in 2023 and 2024 across organic social channels. There was no paid boosting behind our social initiative yet still propelled our 2023 campaign to be the most profitable to date,
2023 Feed Post
2024 Feed Post
La Croix
Programs
Adobe Premiere, Audition, Lightroom
Allowing the customer to be at the forefront of business decisions was the north star for this social activation. Playing off a traditional social ASMR moment, we took it one step further by then adding a second amplification, allowing the audience to pick which flavor would be a part of the next round of inflight offerings.
Taylor Swift Eras Tour
Programs
Adobe Photoshop, Illustrator
To play into all things T-Swift in 2024, as she continued to take the world by storm, I made an aircraft tour poster with corresponding dates aligning with flight routes on how to get to each location with American. Additionally, following the drop of her redone album in April of 2024, we did a midnight drop, sharing in the fun.
Sports Partnerships
Programs
Adobe Premiere, Audition
As the official airline sponsor of the Dallas Mavericks as well as many other sports teams across different disciplines, we began strategizing an integrated plan that not only highlighted the fan experience with American through surprise and delights but also spoke to AAdvantage Events® and our sports Perks program. (Yes, the VO is me for the promotion.)
Playoffs Surprise + Delight
AAdvantage Events® Promotion
Customer Service Instagram Highlights
Programs
Adobe After Effects, Illustrator
To better utilize Instagram Highlights as a form of customer service, I created intro animation cards for buckets of FAQs mirroring information found on corresponding landing pages. Additionally, I created branded icons for the related topics.
Content buckets included on-ground amenities, inflight information, important travel notices, reservation questions, special assistance, sustainability, and loyalty perks.
Brand Love
Programs
Adobe Illustrator, InDesign, After Effects
To further drive audience engagement and cultivate brand love, I hand drew a set of evergreen travel stickers/GIPHYs which also set as a PR integration with influencer deliverables. Additionally, I created printable materials such as Valentine’s Day Cards, paper airplanes and more to utilize on a brand love landing page embedded within our newsroom.
To use: type ‘American Airlines’ into the sticker feature on Instagram Stories.
LinkedIn Newsletter
Programs
Microsoft Word
My first love for multimedia journalism best served with my launch of Around American, a LinkedIn-based newsletter initially created as a round-up of all the important moments happening around the business, from customer experience to community relations. In September of 2024, however, we sunset the original version and relaunched with two separate editions – Around American: Let Good Take Flight and Around American: Your Journey, Endless Choices. The first focuses on community initiatives, team member stories, and feel-good moments, while the second is quarterly, focusing on everything that would be a customer experience touchpoint.
Note: I wrote every edition from September 2022 through January 2025.
Please note: all photos used as section dividers were taken by Saira Sikandar*