After completing its merger with Virgin America, Alaska Airlines was looking to challenge consumer perceptions of the airline with their new campaign "Alaska Airlines: That's How We Fly."
We were tasked to reintroduce the brand in a way that would give (potential) flyers the tools to express themselves, be entertained and engaged - so they could express 'how they fly' (i.e. fun, lighted hearted, and friendly).
To achieve this we launched a GIPHY Brand Channel for Alaska Airlines -- the first-ever for an Airline.
We produced over 150 unique GIFs and stop-motion assets. Each asset was made to be useful to consumers and tap into their existing behaviors while embodying the fun spirit of the campaign.
GIFs were first posted on the newly created GIPHY channel, integrated into Alaska's social content strategy, and were optimized for discovery and usage on the GIPHY platform.
Consumers were able to use the content anywhere GIFs can normally be embedded, including being fully integrated into email, Facebook, Slack, Discord, iMessage and the rest of the Apple ecosystem, and beyond.
The response to Alaska Airlines' GIFs has been overwhelming, to date, the Giphy page (and content) has: