We began by conducting some research with key target audiences, which helped to inform the framework for an overarching campaign. The campaign sought to tie the centennial together with educational resources, so we named it “100 Days of Learning”. The campaign launched on Boeing’s 100th birthday, July 15, 2016 and ran for 100 Days (through October 22). The goal was to leverage the “centennial moment” for Boeing while also taking advantage of other key educational moments: the summer holidays and “back to school” timeframe to promote the materials to parents and educators.
We worked with the Boeing team to give their Education pages a refresh and pursued a multi-channel approach across paid, earned and owned media. As part of our work, we created a detailed social media plan around calendarized timings that tied into events, such as back to school time. Throughout the 100 Days of Learning, we earned media coverage from outlets such as Fortune, Re-code, Engadget, Tech Insider Science (Facebook Live coverage) and Mom Blog Society. We also went viral on Imgur with some featured content!
The 100 Days of Learning campaign page has been viewed well over 100,000 times since the start of the campaign in July. The response includes kudos from commenters and sharers of content, all of whom appear very happy to see Boeing taking an active role in supporting educators and working with well-loved organizations to provide STEM resources to kids around the globe.