I am going to pull the curtain back a bit to start this blog. When setting up our marketing calendar for the month of May, we settled on having a travel-based theme for the final week. This was to coincide with schools letting out for the year and the beginning of summer vacation season. Literally that exact same day, I came across a new marketing campaign from United Airlines featuring Oscar the Grouch. The campaign was very enjoyable and felt like a great example to share, especially since we spend a lot of time on marketing as a whole in our own content creation recently. Thus, the marriage between travel and marketing fit perfectly.
Using Innovative Influencer Marketing
United Airlines recently launched an innovative marketing campaign featuring Sesame Street’s Oscar the Grouch as the airline’s first Chief Trash Officer. The objective of this campaign is to raise awareness about Sustainable Aviation Fuel (SAF) and its benefits. The hope is to leverage the influence of Oscar the Grouch to engage a wider audience and highlight the company’s commitment to sustainability.
Oscar the Grouch offers a tremendous value in promoting the benefits of SAF. As a popular and easy-to-recognize character, Oscar is known for his love of trash and his advocacy for recycling. By aligning the character’s values with the company’s commitment to sustainability, United Airlines can leverage the influence of the character to reach a wider audience and generate positive sentiment.
Using an influencer like Oscar the Grouch can also bring a positive light to a company. Consumers are increasingly aware of the impact that companies have on the environment and actively seek out brands that are committed to sustainability. Therefore, by aligning with a character like Oscar, United Airlines can position itself as a company that values environmental stewardship.
The marketing campaign features more than 30 pieces of original video, digital, social, and out-of-home content featuring Oscar and real United employees. The content aims to simplify the complex topic of Sustainable Aviation Fuel and make it approachable and entertaining.
Sustainable Aviation Fuel (SAF) is a renewable energy source made from sustainable feedstocks, such as agricultural waste and used cooking oil. SAF is a low-carbon alternative to traditional jet fuel. It has the potential to significantly reduce the aviation industry’s carbon footprint. SAF can be used in existing aircraft without any modifications. Additionally, it has the potential to reduce greenhouse gas emissions by up to 80% as compared to traditional jet fuel.
Lessons from United Airlines’ Marketing Campaign
United Airlines’ marketing campaign featuring Sesame Street’s Oscar the Grouch offers valuable insights that we can apply to our clients’ campaigns. One of the key takeaways is the power of influencer marketing. By using a beloved character like Oscar the Grouch and naming him the airline’s first Chief Trash Officer, they could promote the benefits of SAF. United Airlines was also able to engage a wider audience and generate positive sentiment. Moreover, it helps build trust with potential customers and offers a unique way to deliver a good brand image.
Another valuable lesson is the importance of simplifying complex topics in marketing efforts. Sustainable Aviation Fuel (SAF) is a complex topic, but United Airlines’ marketing campaign was able to make it approachable and entertaining by featuring real employees and using Oscar the Grouch as the spokesperson. This approach can be applied to many different industries and topics, as simplifying complex information can make it more digestible for audiences.
The Importance of Brand Identity
Brand marketing is an essential aspect of promoting any product or service. It involves creating a strong brand identity that resonates with the target audience and distinguishes a company from its competitors.
Creating a brand identity involves a range of activities, including market research. Market research is vital to understand the target audience and their preferences. Visual branding is another critical component of brand marketing. Organizations should create logos, colors, and other design elements that all communicate their brand’s identity. It is also essential to ensure that branding elements are consistent across all marketing channels, from the website to social media.
A successful brand is one that has a strong brand identity, which is easily recognizable and creates a positive association with the product or service.
At EVERNET Consulting, we offer complete marketing services from graphic design and content marketing like this blog, to social media marketing and everything in between. Our team of experts are well-equipped to help our clients leverage the power of marketing and simplify complex topics to reach their target audience effectively. We understand that every client is unique, and we work closely with them to develop customized marketing strategies that align with their goals and values.
At EVERNET Consulting, we are dedicated to helping organizations with their marketing needs. We work diligently to find the solutions that best fit the needs of your business. Whether you’re looking for IT support, software recommendations, or guidance on how to get the most out of your content marketing platform, we are here to help. Let’s schedule a discovery call and see how we can help you work smarter, not harder.
Eric is a Business IT cybersecurity advisor, consultant, manager, integrator, and protector who founded EVERNET in 2007. Eric co-hosts a podcast called “Finance and Technology Insights by Brian & Eric” on YouTube. Eric is a regular contributor to the EVERNET blog, writing about the latest technology news and providing his expertise in cyber security prevention and management. Meet with our CEO and say goodbye to one-size-fits-all IT support and cybersecurity.
