The challenge: A quest for positive connections
In the fiercely competitive landscape of the Mexican airline industry, Aeromexico faced a unique challenge in 2023 — the task of repositioning itself to become a beloved brand in the hearts of travelers.
For the Social Media team at Aeromexico, the challenge was clear: they needed to create content that not only complemented the flight experience but also resonated on a deeper level, forging positive connections with their audience.
"One of the many challenges of working in the Social Media department of Mexico's flagship airline is to create content that provides significant value and can connect beyond the flight experience," said Regina Valdes, Social Media & Content Manager at Aeromexico.
The solution: Emplifi takes flight
Emplifi streamlined how Aeromexico analyzed their social media performance by consolidating quantitative and qualitative analysis in one place, not only for Aeromexico's social media but also for their competitors and across various industries.
Emplifi provided the technology needed to execute processes involving different teams and providers, complementing key tasks – such as monitoring and performance analysis – within social media, allowing the team to track progress against established metrics, optimize time-consuming internal processes, and, most importantly, respond to users across channels from one platform.
Since Aeromexico started engaging with their community through Emplifi, their response time dropped from four days to a couple of hours daily.
The result: Reaching new altitudes in engagement
With one goal in mind – becoming the most loved brand by travelers in Mexico – in 2023, Aeromexico launched a series of campaigns, leveraging both international commemoration days like Cabin Crew Day or World Dog Day and their own fictional characters to engage in a fun way with their audience.
Through the World Dog Day campaign, the Aeromexico team used creative, emotional, and trending video content to establish an intimate bond with its customers. Leveraging the power of user participation, the campaign involved influencers and an interactive Instagram augmented reality filter that playfully answered the question, "What kind of traveling pup are you?"
The campaign achieved an impressive 75% positive sentiment among users, reflecting the genuine emotional connection that was established. It also earned a staggering 41,000 organic views on Instagram, demonstrating the widespread impact of the campaign and Aeromexico's journey toward becoming a beloved and cherished brand.
The "This is Flying" campaign introduced two animated characters, a unique approach in the industry; Aeromexico crafted a magical narrative highlighting the extraordinary experience of flying. Leveraging the diverse capabilities of Emplifi, the team seamlessly managed user interactions, responding with engaging gifs extracted from the campaign video. The campaign saw remarkable success, with a 90% positive sentiment among users and over 2.4 million impressions in just one week. Aeromexico's narrative not only took flight but also resonated deeply with global travelers.
Finally, consolidating all Aeromexico social media accounts and providing instant access to campaign performance were key factors in achieving the company's goals. These efforts streamlined management across various social media platforms, bringing tangible results.
In 2023 alone, Aeromexico achieved:
35% reduction in content pieces
786% growth in engagement
40% growth in their community
Unexpected benefits: Streamlining processes and partnerships
Aeromexico discovered that Emplifi allowed them to optimize processes and timelines with external vendors and departments, enhancing their overall efficiency and collaboration.
As Aeromexico continues its journey, Emplifi remains a trusted companion, helping them navigate the competitive skies of the Mexican airline industry. Together, they're achieving new heights in social and business growth, one positive connection at a time.