The Sound of Flight

The Sound of Flight campaign objectives:
• Reach and engage senior-level aviation industry professionals in relevant job types globally and aviation fans
• Showcase ‘hero’ engines and communicate key brand and product messages to reaffirm innovative brand positioning

To drive the following KPIs, we devised a social media led campaign with job role, companies and location targeting capabilities to reach audiences, and a more creative, innovative approach to generate engagement reaffirming the brand messages and positioning.

Metrics:
• Reach and impressions
• Engagement
• Video views and plays

Sound of Flight was a new creative look and feel for GE Aerospace and their traditionally more photographic led styling. Overall, we provided a more dynamic and contemporary look to emphasise the innovative and pioneering brand message, and aligned to more consumer friendly, tech led, and innovative brands. Those that perform so well across social media.

This more creative approach was to help the content stand out amongst competitors and general aviation social content, which tend to feature photographs of planes as well as more corporate announcement photography.

The audio of the plane engines showcased key product messages around power, smooth performance, enhanced efficiency, and reduced noise levels of each. Specific product benefits and USPs were featured in the accompanying copy for each content post.

Overall, the content was designed to resonate with an audience we knew to be tech savvy, likely owners of more sophisticated headphones and mobile devices that would allow them to enjoy the 360° audio content.

Original content was hosted on YouTube, Spotify and published to Instagram. All of which leant themselves particularly well to the campaign and style of audio visual content. We also knew that our target audiences as well as wider aviation fans are on Instagram.

Content was further amplified on LinkedIn, a platform that provides more specific targeting by job titles and companies.