The challenge
Global airline Delta wanted to raise awareness of its leadership in reducing the carbon footprint of airline travel.
The solution
Engaging social videos leveraged four sustainable-travel influencers from around the world to share eco-conscious tips for visiting their home cities, while organically incorporating Delta’s green initiatives into the content. An interactive infographic provided in-depth details about five eco-friendly Delta destinations, with pop-ups detailing Delta’s key sustainability messaging.
The strategy
The content was promoted via native touts on NBC News.com, a Rich Media Unit, and a Carousel Card, driving brand awareness marketing. Additionally, the videos aired in linear commercial time and streamed on Peacock. In conjunction with amplified organic posts from NBC News and TODAY’s social handles, influencer talent further extended the reach by sharing the content from their own handles.
The results
“Going Green Globally” exceeded branded content benchmarks, delivering high user engagement with the interactive map page, a strong video completion rate for the influencer-led content, and increased visibility through strategic on-site promotion.
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