JetBlue: Bringing humanity back to the feed

Jetblue, a low-cost airline, launched a campaign in the USA to reinvent its social media, create positive human connections online and improve sentiment towards its brand.

Campaign details

Brand: JetBlueBrand owner: JetBlue AirwaysEntrant company: MullenLowe, BostonMarket: United StatesSector: AirlinesMedia channels: Content marketing, Online video, Social mediaBudget: Up to 500k

Executive summary

The only thing people like more than hating on social media is hating on airlines on social media. So, how do you turn channels being used for customer service complaints into ones that generate positive human connections? The same way US airline JetBlue does in the air - by leaning into humanity.

With <$100K, we re-built JetBlue's social strategy and bespoke content...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands