Boeing Innovation Series

This case study explains how Boeing, the American engineering company, built a campaign around its commitment to innovation to engage audiences by studying the effectiveness of previous content.

Boeing Innovation Series

Summary

The Boeing Innovation Campaign was built around Boeing's promise to 'Build Something Better', and serves to showcase the company's continuing dedication to innovation. Boeing was looking to maximize the engagement of viewers that it was reaching through both paid and owned media and wanted to make sure they were creating the most relevant and engaging online video content.

The Content Analysis Research decomposed the creative elements in past online videos to help identify those elements that most effectively helped retain viewers and build advocacy for the videos. This analysis led to the development of a scorecard...

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