Digital Campaign: TWU JetBlue
Analytics, digital strategy, campaign management
Mission Summary
The Transport Workers Union is one of the world’s largest and most effective labor unions. They represent, among other frontline employees, metro workers and in-flight crew members (IFCs) in some of the most recognizable settings like the NYC subway system and American Airlines.
The TWU engaged Avoq (then Kivvit) to run a member education campaign designed to influence JetBlue IFCs as they considered whether or not to vote for unionization. We undertook an innovative campaign that microtargeted likely IFCs on digital channels to educate them on the issues and ultimately won the vote.
Digital Targeting
As lead digital strategist, I developed a tactical approach that utilized TWU first party data as well as third party segments related to employment and demographics to hone in on likely JetBlue IFCs. I also undertook a geofencing strategy that targeted the mobile devices of potential IFCs at JetBlue hub airports.
Along the way I built a rapid-response reporting system that kept TWU leadership apprised of progress.
Web Analytics
Part of the strategy involved identifying possible “super supporters” who aligned with TWU ideals and could be counted on to advocate for unionization. To support this goal, I helped build a web analytics environment that lived on our campaign landing pages and posed qualifying questions to IFCs as they hit the site. IFCs who answered affirmatively were cookied for follow-up and served additional content to keep them engaged with the campaign.
Results
The vote went in TWU’s favor by a landslide margin - more than 66% of JetBlue IFCs voted to unionize, and later ratified the first ever collective bargaining agreement for the airline’s 5,500 IFCs.
Our campaign won the 2019 Reed Award for Best Use of Digital Targeting.
The number of staff hous spent manually reporting on bluechip accounts decreased by an estimated 60%, inversely to the rate of adoption of our automated dashboards.
