This case study shows how JetBlue, a regional U.S. airline brand, increased brand awareness and consideration in the U.S. by showing flyers and mothers alike that they understand the hardships of a crying baby on a flight.

With only 4 percent of domestic share and a meagre 28 percent share of the wallets of the families with small children segment, JetBlue needed to seize their every advantage.

Our challenge was to drive consideration of JetBlue, to earn greater share of wallet in key markets, by getting parents of little ones (especially moms) to weigh the emotional cost of flying with kids against the dollar cost.

Tapping on the insight that crying babies are the second most annoying aspect of flying, the brand decided to entice family flyers by producing a documentary film “FlyBabies” where it showcases several moms and their crying babies on a flight.

On a special flight from New York City to Long Beach, JetBlue announced a special promotion that rewarded everyone onboard with 25 percent off their next flight each time a baby cried, making parents (especially moms) feel relieved, understood, grateful, and positive toward JetBlue.

By the time we arrived in Long Beach, the babies onboard managed to cry everyone to a free roundtrip ticket. And for once, instead of frustration, there was only love for each and every crying little human on the plane.

This film was shared with just before Mother's Day with national press and influencers, and across owned online and social media and PR partnerships.

On a limited budget of just $562 campaign spend, “FlyBabies” sparked a global conversation—it was picked up by national and international news stations as well as major TV and radio stations, reaching 5.5 million views, over 40,000 shares, and almost $2 million in earned media.

As well as garnering significant attention for JetBlue, the effect on purchase considerations was overwhelmingly positive, driving 88 percent of parents to consider JetBlue, a record high.

But most importantly, we turned a negative of flying, which everyone experienced, into a positive that everyone could cheer for and that helped the perception of flying with babies.