The Profit Hunter: The Tech Lion

About the Brand

Embraer, a Brazilian company, is a world leader in the design and manufacturing of aircraft in the 70-130 seat segment (known as regional jets), competing against Boeing, Airbus and challengers including Sukhoi and Mitsubishi.

Objectives of the Campaign
• To support the global roll out of the all new E195-E2
• Lead the aviation headlines during Paris Airshow and beyond.
• Land the tech message with audiences in an imaginative way.
• Beat previous campaign results.
• Outperform Positive Brand Sentiment with Boeing and Airbus.
• Increase global reach and brand awareness by maximizing media opportunities across paid, owned and earned on same budget as previous year.
• Results

• Completely outperformed across all KPIs.
• Achieved 12 new customers, 86 aircraft orders, $5bn in order value.
• Brand Mentions up 88.8% YoY totaling 939,913
• Audience reach up 79.3% – 28.8bn.
• Engagement up 26% YoY
• Net sentiment +85% monthly average for Ejets – highest recorded net sentiment of all manufacturers.
• Follower base growth rate – 150% faster than competitor Airbus.
• Engagement per follower is x2 nearest competitor.
• 44% increase in likes YoY
• 89% increase in ‘Earned’ posts YoY
• 26% increase in comments YoY
• Growth as a global brand with increases across all regions in impressions: Americas +25%, Europe +125%, Africas +400%, Asia-Pacific +35%
• 3 of the top 5 most watched videos on Youtube were published in the last 12 months
• Teaser for TechLion – 1m views
• King of the Skies (Tech Lion) – 1.2m views most viewed video.
• First customer film – Azul – receives 635k views
• The Azul aircraft delivery ceremony was streamed on Youtube and received more than 250k live views – the first ever aircraft delivery to be streamed live.
• COVID pivot – Youtube video "For a Different World" received 325k views in first two weeks
• 6 episodes of Incredible Journeys – achieving 1.7m video views
• More than 25% of the viewers watched the full episode; which is remarkable when you consider they are typically over 6 mins long.
Ensure prospects visit the aircraft during sales tour.