Delta Crisis Management
Leveraging social to help Delta regain customers trust
INFLIGHT VIDEO
Insight
In the early hours of Monday morning, August 8, 2016, a power surge took down computer systems in Delta Air Line’s Atlanta headquarters. All flights were grounded globally and more than 450 were cancelled. This was the third-largest crisis in the brand’s history, followed by the 9/11 terrorist attacks and the financial crash of 2008.
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Idea
Within a few short hours of the outage, Delta’s Corporate Communications team shared a statement about the issue across its social channels and outlined the steps it was taking to resolve it. Over the next few days, Delta stayed in constant communication with its customers to provide operations updates and other key information. To augment the brand’s efforts via social — and to help it regain the invaluable trust of its passengers — We concepted, scripted, filmed and produced a video series highlighting Delta employees and their 24/7 commitment to delivering unparalleled service. The first video in the series was brought life from ideation to broadcast in less than 48 hours. The second video hit Delta’s social channels three weeks later, and the third aired three weeks after that.
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Impact
In addition to reestablishing trust, the reliability videos performed well against various social benchmarks. We helped Delta garner:
The most efficient cost per video views on Twitter and Instagram compared to other video content
The most efficient cost per social engagement at that time for all videos on Facebook and Instagram
Positive sentiment from customers, with many passengers organically advocating for Delta — surprising (and welcome) during such a large crisis
