THE CHALLENGE:
Struggling with brand awareness in a fast-moving and highly competitive TikTok world , Alaska Airlines came to us for a bold new content strategy to become known as the most caring airline in the U.S. and the most followed airline on TikTok.
THE SOLUTION:
We leaned hard into millennial nostalgia and an earnest/unironic tone, creating a mind bending Alaskaverse full of puppets, recurring shows, and most importantly an iconic mascot named Laski. We focused on creating low-fidelity, platform-native content inspired by cohorts we knew Alaska wanted to own, ranging from wannabe influencers and young families to Silicon Valley entrepreneurs.
The results were big and surprisingly controversial, driving viewership and engagement numbers like Alaska had never seen while also creating conversation about how far Alaska was willing to push their brand for relevance on the platform.
