Easyjet launched last year ‘Why not?’, a communication platform to activate opportunities to travel. And Mothers’ Day was one of those opportunities.

The aim was gaining relevance among easyJet audience – 25-44 years old dinks (double-income no kids) craving for meaningful, authentic experiences-. Working on awareness wasn’t enough: we needed to reach them while establishing deeper bonds and emotional connections with the brand in a more personal way.

As engagement and awareness were the main KPI we were looking for, the communications objectives were set in those terms:

• Increase brand awareness achieving 5 MM contacts to amplify our message, encouraging audience participation, too.

• Generate real conversations with easyJet travellers through 48 post created by influencers.

• Increase engagement with the audience measured in terms of participation and interaction with the campaign. Getting an engagement of 168.000 and a reach of 354.000