ROLE:

Strategy Lead

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AGENCY:

FCB Chicago

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PROBLEM:

Boeing was approaching 100 years old and was losing recruitment numbers among top STEM talent out of MIT, Cal Tech, Stanford, etc.

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INSIGHT:

Millennials saw Boeing as a clunky manufacturing giant. Not an innovative technology company.

 

But in reality, Boeing has been changing the world through technological innovation since before their grandparents were born.

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STRATEGY:

Position Boeing as a technologically driven innovator by not only showcasing their past achievements, but also by clearly articulating their unique vision of the future.

 

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SOLUTION:

Created a series of "digital innovation videos" supported by Instagram and Facebook to showcase the extraordinary possibilities created through Boeing - space travel, colonies on Mars, renewable energy, etc. 

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RESULTS:

• Boeing Instagram picked up +156K followers in first year during campaign period

• Total social media conversations around Boeing increased by 250%

• Boeing share of voice in the technology space up 180%

• Boeing recruitment of target talent up 11% YoY