American Express and
Delta Air Lines
To launch the limited-edition American Express Delta SkyMiles Reserve Card, made from two retired Boeing 747s, we teased the news to Amex and Delta friendlies, as well as reporters from key outlets on American Express’ and Delta Air Lines’ Close Friends Story on Instagram. Then, we launched the news with a collab post on Instagram between the two brand partners, highlighting the new form factor and showing an exclusive behind-the-scenes look at the process. Additional content was shared to TikTok to sustain the conversation and provide additional perspectives to curious viewers.
The IG content outperformed 2023 benchmarks for American Express and quickly became a top performer of the year.
As a Social & Creative Strategist on the Day One Agency team, I used the insights I found through my research on the increasingly popular Close Friends feature on Instagram to pitch this concept to clients. Resulting in a pivot from the traditional PR approach to a social-first launch. Additionally, I, along with my team, developed the content strategy, outlining what platforms each asset would live on and why, and provided creative direction and feedback during the post-production process to ensure content was optimized for social.
During a turbulent news cycle for Boeing, we had to make sure that the content would not spark any more negative conversation for all three brands involved. With careful messaging and strategic editing, we received an overwhelmingly positive response from the audience.
