Project Description

Client: 12 Union Locals, supporting American Airlines (national)

Goal: 

These Locals were struggling to move the needle in contract negotiations with American Airlines using their traditional methods of picketing and “hate” campaigns. They came to us to create an intentional strategy for a campaign with design and messaging more likely to reach the general public—informing them of the issues and inciting them to action. The result is an online educational campaign centered around an informational website.

Tactics: Website development, content development, social media and digital ads management, and public relations

Focus: Current news, negotiation updates, video creation and sharing, special events, links to website and campaign petition

Our Role: Marketing agency of record for the comprehensive campaign, front to back and day-to-day management

Results: 

This campaign is currently in its second week of being live, so results are extremely young. The following results are from the first week of the campaign (2-21-19 through 2-28-19).

Website Results:

  • 3,595 users
  • 11,348 pageviews
  • 1:56 avg session duration

Facebook Page Results:

  • +710 new fans
  • 148,203 impressions
  • 147,539 post impressions
  • 81,102 organic impressions
  • 66,450 paid impressions

Facebook Ad Results:

  • 75,998 ad impressions
  • 639 inline clicks
  • $1.19 CPC ($760 ad spend)

Publicity

  • PRNewswire campaign press release
  • Published 976 times
  • Articles written in Inc.com, Boardingarea.com, NBC, and CBS

Petition: 12,000 change.org signatures