Organic Performance was over 14 times higher than any other BA post over the last 12 months, across any social channels.
Paid Performance saw a 22.2% engagement rate which was 41 times higher than any previous 2018 Twitter activity.
In total, the budget delivered over five times more value, as the boarding pass achieved viral status around the globe and was retweeted by social in influencers such as BBC Sport, Match of the Day, MailOnline, and The Sun.
The campaign was a triumph of integration both in its inception (media, creative, production, marketing), being designed and activated within 24 hours, but also with its integration of approach (social, OOH, Print, PR). Each execution was planned, designed and negotiated to provide maximum reach and shareability on a shoe string budget.