To find brand loyal regular passengers, we cross-referenced data from the TAM fidelity program with data available from social media, the web, CRM and even transactional data from the large credit card companies. We found nearly 700,000 passengers that just flew with TAM in 85% of their trips – our super-loyals. Based on our analysis of our super-loyals, we created a campaign called “Round Trip Affection”; a series of videos with the aim of sending these super-loyal passengers a simple message saying: your loyalty matters.

The campaign was comprised of 7 videos, each of them representing a different client profile. The stories were based on memorable experiences that real passengers had had while flying with TAM.

To develop these stories, we carried out customized paintwork on two aircraft, transformed one client into the captain of a historic aircraft, and further transformed another customer into an on-board entertainment star, side by side with two TV stars. We further took a couple on a surprise trip to the countries of their ancestors and, on Father’s day, a customized on-board magazine with content created by his children produced moving reactions from the parents on the flight.

To exploit the power influence of these regular passengers, we sought them out on the social media and extended the reach of the campaign to people of the same profile.

Added together, our films attained a total of 72 million views.

Furthermore, during the period of the campaign, we achieved an increase in ROAS (Return On Advertising Spend) of 86%. Even considering that efforts in social media are problematic, this is the most important KPI among all the communication metrics of the company.