Company: The Boeing Company
Company background: Boeing is the world's largest aerospace company and leading provider of commercial airplanes, defense, space and security systems, and global services. As the top U.S. exporter, the company supports commercial and government customers in more than 150 countries and leverages the talents of a global supplier base. Building on a legacy of aerospace leadership, Boeing continues to lead in technology and innovation, deliver for its customers, and invest in its people and future growth.
Boeing launched the Confident Travel Initiative (CTI) to lead in the global effort to provide passengers and crew a safe, healthy, and efficient travel experience. This includes working to minimize air travel health risks amid the COVID-19 pandemic, driving awareness of existing health safeguards, the cabin environment, cleaning and disinfection processes, and developing and testing new solutions. We are treating COVID-19 like any threat to the safety of an airplane – by assessing the hazard, understanding the environment, and applying proven aerospace engineering practices and data to find solutions.
Contact: Margaret Aprison & Janelle Bernales
Title: Social Listening & Platform Strategists
Kudos Category: Keep Calm and Carry On
1. How did your team shift your existing strategy to better engage customers during a crisis?
Boeing’s CTI focused on the safety of passengers and crew amid the COVID-19 pandemic. This included working to minimize the air travel health risks and driving awareness about the existing health safeguards already in place. The CTI team worked with airlines, global regulators, industry stakeholders, flying passengers, infectious disease experts, and behavioral specialists to navigate this public health emergency. A key component of our communications strategy was sharing Boeing’s research and findings.
Boeing's effort built on the industry's enhanced safety approach to combat the pandemic. The CTI team advised operators on approved cleaning and disinfection processes for the flight deck and cabin. We promoted proven safeguards already in place to help maintain cabin cleanliness. One example includes High Efficiency Particulate Air (HEPA) filters used in all Boeing airplanes. HEPA filters remove 99.9%+ of viruses and particulates from the air.
The CTI team evaluated new technologies to enhance safety, including ultraviolet light, thermal disinfection and an antimicrobial coating for high-touch surfaces. Boeing worked with academics, health experts, and learning institutions worldwide to field studies and facilitate research on reducing the potential of disease transmission on airplanes.
To execute the CTI digital plan, our team utilized a multi-channel approach to highlight the existing safeguards, new research and innovative technologies. We shared content on our owned social media channels, leveraged earned media to amplify messages, activated paid media and smart SEO to expand the campaign’s reach, and crafted new Boeing websites and emails.
2. What operational processes did you create or change to respond in a time of crisis?
We focused on listening. We created queues for CTI content to monitor audience sentiment around our owned content and identify the public’s questions and concerns. This information enabled Boeing’s digital strategy team to tailor our content to address passengers’ most pressing concerns about the risk of contracting COVID-19 during the air travel journey. We used Khoros’ marketing dashboard to measure the CTI campaign’s reach and engagement on a weekly basis. From the campaign’s launch in May 2020 through May 2021, CTI paid and organic social content generated a total of 169.2MM+ impressions, 25.8MM+ video views, and 209K+ likes and shares.
We also launched a CTI website to answer common questions and provide facts for our audiences. Additionally, the site asked visitors for their feedback related to COVID-19 and flying. This feedback loop helped the team craft relevant content, stay up-to-date on shifting COVID-19 concerns, and allowed our teams to shift strategy when needed.
3. What success metrics did you use to determine if your shifts in strategy and process had the desired outcomes? What were those quantifiable outcomes?
Success metrics included:
We treated COVID-19 like any threat to the safety of an airplane – by assessing the hazard, understanding the environment, and applying proven aerospace engineering practices and data to find solutions. Our team successfully:
You must be a registered user to add a comment. If you've already registered, sign in. Otherwise, register and sign in.