Collectively partnered with Delta to launch an annual ambassador program aimed at shifting perception and generating brand love through trusted social voices, told through compelling travel stories.
Our innovative Delta Ambassador program tapped into the existing fanbase to elevate the brand's image. By partnering with influencers to share authentic travel stories, Delta aimed to position itself as a purpose-driven leader in aviation. Ambassadors documented their globe-trotting adventures, highlighting Delta's unique offerings and creating culturally relevant content. This approach not only sparked rich social storytelling but also fostered positive brand interactions, ultimately boosting category favorability through compelling, first-hand narratives of Delta's exceptional services and experiences.
The Delta Ambassador program yielded impressive results. Ambassador-generated content outperformed the Collectively Travel engagement rate benchmark by 120%, with nearly 40% of the program's impact coming from added value content. The program drove positive sentiment for Delta, with nearly 14% of all comments being relevant to the brand and 100% of those comments being positive. Delta Ambassadors achieved higher than average engagement rates, notably on Instagram, where content engagement was 2.3 times higher than the benchmark. Ambassadors' compelling travel stories highlighted Delta's unique services and experiences, further solidifying the airline's reputation and customer loyalty.
