In the competitive airline industry, the communication strategy adopted by TAM, the largest Brazilian airline, is to turn its main clients (members of its loyalty program) and their fans on Facebook into the brand’s spokespeople. In order to do that, brand promotional activations, like Family Safety Instructions, are an important tool to convey to the masses the airline’s attributes and values.

The campaign hit more than 150 press headlines, and its full story video reached more than 1.3 million views on YouTube. The video was also published on Facebook and had an organic repercussion: over 800,000 views, 40,000 likes, 5,000 shares and 98% of positive comments, all in an industry where everyone uses Facebook to complain about services. And furthermore, thanks to the Family Safety Instructions activation, consumer airline satisfaction showed a 9% increase in January 2015 (Source: INSC, ESPM Research).