Southwest Airlines

Southwest Airlines

Digital Engagement Campaign: Southwest Airlines

This project tasked my team with designing a marketing campaign to increase consideration for Southwest Airlines. We crafted a comprehensive campaign that targeted key audiences, showcased the benefits of booking directly, and utilized a mix of traditional and digital media channels to maximize reach and engagement.

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Objective

Increase consideration of Southwest Airlines by 20% over 12 months by driving traffic directly to their website, leveraging a strategic mix of media channels to highlight their unique value as a low-cost carrier not listed on third-party booking platforms.

My Role

Paid Media Channels:

  • Developed geo-targeted Facebook and Instagram ad campaigns focused on driving clicks to the website.

  • Created engaging carousel and static image ads showcasing Southwest’s loyalty program and travel perks.

  • Designed content to resonate with two key audiences: frequent flyers (40-60+) and young adult travelers (18-25).

  • Strategically optimized ad placements to maximize reach and conversion through 12 months of consistent engagement.

Digital Display Channels:

  • Managed programmatic ad campaigns on platforms like YouTube and travel websites (e.g., TripAdvisor).

  • Implemented banner ads with geo-targeting, focusing on Southwest’s major airport hubs.

  • Focused on behavioral and contextual targeting to capture users interested in vacation planning, sports events, and seasonal travel.

  • Ensured consistency in creative assets and ad messaging to reinforce brand awareness and drive clicks.

Key Initiatives

Social Media Impact: Leveraged the familiarity and engagement of platforms like Facebook and Instagram to capture both primary and secondary audience segments.

YouTube Visibility: Designed skippable video ads to contextually target users searching for travel-related content, increasing website traffic and brand recall.

Targeted Programmatic Ads: Utilized demand-side platforms (DSP) to dynamically optimize ad targeting, achieving lower cost-per-click rates while driving qualified traffic.

This campaign successfully combined geo-targeted digital strategies and visually engaging content to drive measurable traffic to Southwest’s website. My contributions in paid media and digital display showcased my ability to strategically design and implement targeted campaigns, craft creative content that resonates with diverse audiences, and optimize digital advertising through data-driven insights.

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