American Airlines - Case Study
Roles: Content Creator & Campaign Advisor
Project Background
Joining AA’s Fall Creator Campaign, I took on a dual role as both a UGC creator and campaign advisor, developing content and strategic insights to enhance AA’s travel advertising efforts.
This unique opportunity allowed me to experience both sides of the campaign process—content creation and social media strategy—providing firsthand experience in executing high-performing travel campaigns. By producing original, platform-optimized images and videos on location in New York and Cancun, I created engaging content that showcased each destination’s unique experiences. My contributions helped generate hundreds of thousands of impressions, increase engagement across AA’s social platforms, and expand their asset library for future marketing initiatives.
Role In Focus
With the goal of inspiring travel to New York and Cancun, AA and I spent months collaborating to determine which sights, experiences, and eateries to feature.
Content Creation: Tasked with capturing each destination, I traveled on-location to document my journey—photographing and recording my experiences in AA’s first-class cabins while following detailed guidelines on food service, seating, and the overall in-flight experience. My goal was to immerse myself in the traveler’s perspective, crafting content that evoked emotion and highlighted elements most likely to resonate with potential customers.
While on location, AA and I identified gaps in their asset library and analyzed past travel trends to ensure our content aligned with destinations AA travelers frequently visited. This data-driven approach allowed us to produce visually compelling content designed for long-term impact.
The imagery focused on simplicity and storytelling—clearly showcasing each destination while inspiring a sense of wonder and excitement. By the end of the campaign, we successfully created over 200 high-quality images, optimized for social media, AA’s website, and billboard advertisements.
Social Media: To maximize the reach and effectiveness of our content, AA and I implemented a dual-promotion strategy, leveraging both my personal channels and their official platforms. Initially, AA planned to promote solely through partner channels, but after I advised them on the power of UGC-driven content, we pivoted to a more direct and authentic engagement strategy.
By sharing across both my platform and AA’s, the campaign generated 1M+ impressions, 12K+ likes, and 13K+ saves—successfully increasing brand visibility and audience engagement.
Media
Click images to enlarge and view links to posts.
Wrap-Up
Working with AA provided a unique opportunity to gain insight into the inner workings of a large-scale enterprise. What began as a content creation project quickly evolved into a full-fledged campaign strategy role.
Spending months analyzing granular data to uncover key insights fundamentally reshaped how I approach content creation—not just for AA, but for future clients as well. This experience reinforced the importance of data-driven storytelling and strategic planning in crafting content that resonates with audiences and drives engagement.
By performing our due diligence, our campaigns generated over 1M impressions and equipped AA with a robust asset library to fuel future marketing efforts.
Tools Used
Adobe Creative Suite // Canva
Excel // Sony Mirrorless Cameras
Fujifilm GFX Cameras // Sony FX3