As the airline that inspires humanity, and wants people to keep theirs, we created a short film, “HumanKinda”, that explores our need to stay busy and its effects on our happiness by following the lives of two crazy-busy people in an attempt to find out if humankind is becoming “HumanKinda.”

Phase One: Expose the issue of busyness for what it is.

We launched 140 unique pieces of content native to each social platform and centered on a Tumblr page consisting of memes, quotes, stats and gifs; native mobile polls; and paid social, custom editorial content in partnership with Yahoo and the rollout of the trailer across social and cinema.

Phase Two: Inspire action.

With the film launch, we held a press/influencer film premiere featuring a panel of experts, moderated by Arianna Huffington. High-impact takeovers across Yahoo and Tumblr extended our reach as well as an integration with Jimmy Kimmel Live! and a partnership with Amazon. Social influencers created custom videos, distributed natively through Tumblr and Yahoo and through their own channels.

We drove a significant lift in brand sentiment as measured by Hall & Partners, with 80 percent of those aware of the campaign indicating it left them feeling more positive about JetBlue, and more likely to consider a vacation with JetBlue (from 59% to 82%).

Content not only increased brand sentiment and consideration, but also drove strong online engagement. The full length film drove a 40 percent completion rate, which is 43 percent stronger than the long-form content benchmark, and mobile rich media drove a 0.90 percent CTR, 105 percent stronger than industry benchmark.

We garnered nearly 234 million earned traditional and social media impressions, gaining coverage in The Huffington Post, CNBC.com and Medium.com, which drove 23.7M video views throughout the campaign (including trailer, influencer content, and film).

The film critical acclaim, receiving a 2016 Daytime Emmy nomination for the ‘Best Special Class – Short Form Daytime Program’ category.