In honor of Mother’s Day, JetBlue stood up for moms and their babies. During a cross-country flight, each time a baby cried, all passengers received a 25% discount on future airfare, ultimately landing everyone free roundtrip tickets. For the first time ever, crying babies on a flight was a good thing.

JetBlue FlyBabies started with a live onboard promotion, where everyone received a 25% discount each time a baby cried on a flight from New York to Long Beach. After documenting the experience and outcome, we released the film online six days prior to Mother’s Day. For that, we tapped popular parenting sites to incorporate #FlyBabies into social conversations and leveraged mommy bloggers to share our video with their own personal stories of flying with children. Incremental video views and sharing were driven through promoted video placements on Facebook, Instagram and Twitter, targeting parents and JetBlue loyalists.

JetBlue FlyBabies resonated with the public and went viral immediately, achieving trending status on both Facebook and YouTube with coverage on two of America’s most famous morning shows:

GOOD MORNING AMERICA and SUNDAY TODAY. JetBlue FlyBabies garnered over +637MM PR impressions, 1.5MM earned PR value, 147MM earned social impressions, 42.1K social shares and 5.5MM online views with a 79% completion rate. The effect on purchase consideration of JetBlue was overwhelmingly positive, driving 80% of consumers to consider JetBlue.

Onboard a cross-country JetBlue flight, we provided passengers with a special inflight promotion: each time a baby cried, all passengers received a 25% discount on future airfare.

We documented the experience and released the film online. It resonated so well with the public that it was viewed over 5.5MM times, shared over 42K times and helped changed the perception of flying with children.

JetBlue is a challenger brand that differentiates itself by its superior customer service and inflight experience. The best way to showcase this was to prove how much JetBlue cares about each one of its passengers. JetBlue FlyBabies proved this by turning a normally tension-filled situation of a crying baby onboard a flight into something positive. It resonated with our target demographic of leisure family travelers and the general public.

The airline industry is one of the most hated in the world. JetBlue’s core mission is bringing humanity back to air travel. As a challenger brand, we were tasked to promote JetBlue’s core values in a way that differentiates themselves from any other airline. There was a clear need to stand up for those who need it the most: moms and their babies on our planes. So we took on the challenge and turned a negative of flying, which everyone’s experienced, into a positive everyone could cheer for, addressing a taboo subject no other airline ever would.