Challenge

Delta Needed a Vacation.

Delta’s relationship with its customers had been abruptly grounded. The airline’s SkyMiles Members are one of its biggest assets: Millions of brand-loyal travelers who live for their Medallion Status and all its perks. But then Delta made the process of getting status much more complicated. The comments section was brutal. Now they needed to get disappointed fans to re-engage and start reaching for status again.

Approach

The "Funnest" Common Denominator.

In all the confusion, we saw a simple, trustworthy proposition: One vacation = Medallion Status.

Delta fans could still get the status they craved simply by booking a trip with Delta Vacations. So people could get something they wanted, Medallion status, by doing something they wanted to do anyway, take a vacation.

Solution

Doing The (Vacation) Math.

To get our SkyMiles members to do a little vacation math, we had to meet them where they were. And just then “math” was trending on TikTok: Girl math, boy math, dog math and work math, among many others. All of them were about using loopy logic to justify treating yourself. Vacations and math usually don’t go together. But for this campaign it was a perfect fit.

Making a Brand an Influencer.

To join the conversation in an authentic way, we created and cast our own influencer, a Vacation Mathlete. In socially native video drawn straight from the feed - and in search, emails and display - she spoke with the credibility of an influencer and the authority of our brand.

Results

It All Adds Up.

We were simple. We were relevant. We spoke to our audience in a way that was more like sharing a secret than making a pitch. It all added up. And Delta fans who had been skeptical started trusting, and booking.