WE MAKE BRANDS SING/DELTA BEHIND THE CLIMB

Delta is the official airline of the Grammys. We renegotiated the partnership to designate Delta as the “Official Supporter of First Time Nominees” and looked for ways to connect younger flyers to these emerging artists.

Delta’s “Behind the Climb” campaign focuses on what it takes to fly and gives consumers an insider’s perspective on Delta’s business, pilots and personnel. Tying into that theme, we created an original digital-content series called “Behind the Climb,” which connected audiences to first-time nominees’ personal journeys.

We went behind the scenes with Kelsea Ballerini, Gallant, Jacob Collier and Lukas Graham to tell their stories and take candid peeks into careers that are just “taking off.”

OUR STRATEGY
Our Approach

Rogers & Cowan
Keeps Climbing

Rogers & Cowan then distributed the custom content, which gave candid peeks into the artists’ journeys, across digital and social platforms. This intimate look at celebrity-in-the-making garnered more than 5 million views in just seven days.

Additionally, the success of the “Behind The Climb” series led to another round of the program in early 2018, featuring artists Julia Michaels, Portugal. The Man, Jazzmeia Horn and Brent Cobb.

Results

Within seven days the series
garnered 5 Million views

5M

Views on Youtube

3.1M

Views on Facebook