Objective:

Create interactive advertisements for two social media outlets targeting a specific audience for a company that supports a global issue. 

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Audience:

The audience chosen for this campaign is eco-friendly millennials. 

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Key Insights: 

Delta Air Lines is a leader in domestic and international travel and has committed to Net-Zero carbon emissions by 2050. Our research included learning about millennial values and preferences, social media engagement, and competitive analysis. Millennial’s increasingly are concerned about sustainability and seek brands that share their values. In addition, for mediums we chose, 30% of Pinterest users and 46% of Instagram users are millennials (28 - 43). Delta and United have made the largest commitments to sustainability in the US, yet even though Delta flys more they are reducing emissions faster than United. Therefore, our approach is that Delta is different. 

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Creative Approach: 

Challenge yourself by choosing a goal that has never been done before. Delta is the first to commit to this and be on track to be net-zero carbon emissions by 2050. It is a challenge to try and advertise this. We collaborated with another sustainable brand, Béis. Lastly, advertise a corporate, credible brand with a fashion and travel aesthetic advertisement. 

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Big Idea:

We developed a new program called Green Miles. It is similar to Sky Miles but is only gained on SAF-fueled flights. With Green Miles, consumers can earn rewards, use their miles towards future SAF-fueled flights, receive discounts on Delta x Béis luggage, and travel knowing they are supporting the planet. There will also be a leaderboad for each home airport and the more the user’s home airports fly SAF-fueled flights the more points they achieve in the Green Miles program. This creates national attention, community, and awareness around this global issue. The objective is to emphasize sustainability and Delta’s actions while engaging millennials. Using platforms like Pinterest and Instagram targeted millennials and created interaction. This campaign highlights Delta's investment in sustainable aviation fuel (SAF).