"We created the storyline for each customer by establishing the data points we wanted to highlight and creating business rules for determining what each member would receive. We were able to identify at the customer level what data points would apply to each customer, and then Idomoo delivered on that story."
Julieta McCurry, managing director of US marketing communications and sponsorships at Delta.
Delta took learnings from its previous campaign to improve upon the experience for members this year and extend the campaign across channels.

Last year, for example, users engaged with the video across social, but posted static screen shots because they didn't have an easy way to share it. This year, Delta embedded share buttons, which generated more than 400,000 video views across channels and resulted in the campaign hashtag #deltamedallionlife appearing in more than 1,000 posts.
Delta's click-through rate from the email to the landing page hosting the video was 500% over its benchmark, and each video was viewed on average more than once, McCurry said.

"The level of engagement, which is our key KPI, was overwhelmingly positive. Within seconds of sending the emails, we saw mentions on social and sharing. The speed at which the reactions were made surprised us the most. This is the type of communication that works well with customers, you're providing something customized to them and sharing things that they want to see not just for themselves but share with their family and friends." Julieta McCurry, managing director of US marketing communications and sponsorships at Delta.



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