he average American worker gets just 10 vacation days every year. So it’s not surprising that when it comes to booking their annual getaway, people like to take some time to do online research before committing to anything.
That was the exact same consumer behavior United Airlines saw playing out on its website. So its marketing team set themselves a simple challenge: find new ways to inspire these undecided travelers to book. While the goal was straightforward, the channel they used to achieve it was unconventional. They leaned into video, a tool they'd only ever used for brand-building efforts. Here’s how they did it, with three important lessons they learned along the way.
A video marketing campaign that inspires action
For United, marketing campaigns have one big goal: “We want to inspire people to travel,” the company’s managing director of merchandising and personalization, Kajal Narasimha, told us. For this campaign, United wanted to drive greater conversions by testing more personalized and engaging media. To achieve that, the team created a 15-second video featuring people on vacation in breathtaking places — sandy beaches, bustling markets, Alpine wonderlands — rewinding back to the one step they all took to get there. Booking a flight.