ALASKA AIRLINES
In December of 2016, Alaska Airlines merged with beloved Virgin America and faced the challenge of addressing backlash from Virgin fans. With a lot of misconceptions about what they offer to tackle, Alaska launched a TV campaign all about how they fly...
...but had no thumb-stopping way of reaching people in their social feeds. To bring the joy of flying Alaska to life in this space, I helped lead a team in directing talent and capturing over 200 unique pieces of video content to amplify the brand shoot. Here are a few of my favorites turned into GIFs that customers could search on GIPHY to express their own joy of flying Alaska.
This content also translated to vertical video that could be updated with different messaging throughout the year with Alaska proof points.
All the GIFs we created became the perfect catalyst to launch a first for Alaska Airlines - their very own GIPHY page. Strategically launched over a travel-packed Thanksgiving holiday of 2017, the page quickly gained traction with over 300MM views and $2MM+ in earned media value.
