90th Aeroméxico Anniversary campaign
Elevate the flight to an extraordinary experience by caring for you and our world.
257k
Interactions as a result of the engagement campaign
At a cost of $3.31 MXN when the benchmark is $4.50. The cost was 26% better than the benchmark.
64M
Impressions as a result of reach campaigns
With a CPM of $6.50 when the benchmark is $15.00 CPM, the campaigns achieved 56% stronger results than the benchmark.
10.2M
Impressions in Trend Takeover+
90 years gives Aeroméxico the credentials to position themselves as the country's flagship airline with the most experience. However, they must be very careful not to send a message that makes the brand appear old and conservative. They needed to align with younger generations, especially Millennials and Gen-Z, who feel more affinity for brands with a “young” and human tone. The challenge lies in how to celebrate 90 years while also conveying youth, innovation, high-end, and cutting-edge at the same time.
Campaign objective
The 90th anniversary of Aeroméxico, which took place in September 2024, was a unique opportunity to continue building on the new brand purpose and visual language implemented throughout past years. It also presented as the perfect time to showcase the changes in their customers' travel experience, such as the redesign of their uniforms and the transformation of their Premier Lounges, a project led by a world-class Mexican architect.
The solution
X was the perfect place to announce the 90th Aeroméxico Anniversary. Aeroméxico took advantage of using big impact formats, like Trend Takeover+, accompanied with branded features, like hashfetti and hashmojis to help increase the engagement with our audience.
The brand also made use of Scheduled notifications for the 90th Aeroméxico Anniversary, which built the X audience interest for the celebration. Additionally, they made use of a reach campaign with images and videos that catapulted the campaign awareness and engagement.
Products used:
Keys to Success
The 90th anniversary campaign was meticulously structured in phases to maximize its impact and effectiveness. Below is a step-by-step breakdown of the campaign setup, complete with real examples:
01
Launch Campaign Phase (September 10th)
Objective: To maximize the impact of the campaign and leave a lasting impression on the audience.
Strategy: A Timeline Takeover and a Hashfetti were executed on September 10th as the first stage of the campaign. This ensured that the campaign message dominated the platform for the day, generating high visibility and engagement.
02
Sustained Campaign Phase ( September 17th - November 2nd)
Objective: Maintain a consistent reach and engagement throughout the campaign period.
Strategy: Constant campaigns were run with the objectives of reach and engagement, updating materials each month to keep the content fresh and engaging. Different themes and messages were used each month to highlight various aspects of the economic censuses.
03
Engagement Campaign Phase (February 6 - May 31)
Objective: To build awareness and generate engagement for the upcoming economic censuses campaign.
Strategy: A "like to remind" strategy was implemented, where users who liked the posts would receive a reminder notification on October 2nd to receive some offers.
The Results?
The results were incredible! Aeroméxico is the most important airline in the country, and its anniversary had to be present in the minds of all Mexicans. X gave Aeroméxico the opportunity to reach the right audience at the perfect moment.
The formats used were key to achieving the brand’s objectives. With the combined use of Trend Takeover+, scheduled notifications, and branded features, all had a positive impact on the audience. The campaign achieved unprecedented visibility. The strategic placement of posts ensured that the campaign message reached a vast audience.
To celebrate Aeroméxico’s 90th anniversary, we launched a brand awareness campaign aimed at strengthening our presence and connection with the audience. Integrating X into our digital strategy exceeded all expectations, achieving 264% more impressions than originally estimated within the available budget. Thanks to an effective balance between reach and frequency, X became the second-highest impact medium in our Brand Lift, despite not being one of the top investments in terms of budget allocation. Additionally, we significantly improved campaign efficiency, achieving a CPM 28.3% lower than the overall average across all media used and closing with a CPM 72.5% lower than originally estimated in the Media Plan. These results highlight X as a key channel for driving branding and brand awareness campaigns with high impact and efficiency.