Delta Air Lines

Hero image: Woman eating an ice cream cone in the middle of a Delta badge.

Created a personalized moment for every Delta SkyMiles member

Case Study

Challenge

Delta SkyMiles® wanted to celebrate 2025 and inspire travel in 2026 for each and every one of its loyalty members. The goal was to create a truly personalized year-in-review campaign – one that was informative, surprising, and, most importantly, worthy of sharing.

SOLUTION

We created SkyMiles Runway – a multi-channel campaign centered around a series of unique badges that each member could earn based on their unique travel history. For example, the “Hundred Club” badge was awarded for those who checked into the Delta Sky Club 100 times, the “Carousel King” badge for checking the most bags, and the “I Came, I Saw, I Selfied” badge for visiting Rome. Across Delta’s entire digital ecosystem and in airports around the U.S., we celebrated the year that was and inspired the year to come.

CREATING BADGES WORTH SHARING

We analyzed massive amounts of data. In-flight data. Airport-specific data. Individual and collective member data. Then combined it with cultural and social insights. Each member received a tailored badge, key achievement stats, airport fun facts, and more. To inspire future travel, we identified members’ top destinations and leveraged search queries to promote relevant flight deals and travel recommendations.

The Oishii Badge

Travel Badges

The LaFlewFlew Badge

Cultural Badges

The SILVER SOFT LUX Badge

Milestone Badges

The Oishii Badge

Travel Badges

The LaFlewFlew Badge

Cultural Badges

The SILVER SOFT LUX Badge

Milestone Badges

HYPING UP THE LAUNCH

To build excitement among members ahead of the email drop, we developed an interactive campaign website with real-time polls, exclusive merch, and more.

ROCKING THE RUNWAY

A limited-release Runway merch capsule was made for members on the move.

Image of model crossing a New York City crosswalk, pulling a suitcase and wearing a red Delta ‘Team Carry On’ tote bag.

Left image of model wearing a Delta ‘Runway Fit’ crewneck shirt while looking over her shoulder,

Middle image of Delta’s ‘Fly The Alphabet” crewneck white t-shirt with red text.

Right image of the blue Delta ‘Team Checked Bag’ tote bag, resting on a suitcase in the SkyClub lounge.

CONJURING travel MEMORIES THROUGH SCENT

To make the moment more immersive, we tapped into the insight that scent is a powerful trigger for memory. Using member data, we created 200 bespoke, personalized candles inspired by members’ top vacation destination. So, with a single whiff, they were transported back, prompting them to start thinking about their next adventure.

Image of a moody, dark studio with a lit Delta candle in the middle and a badge in the center of the candle label with the name “NEON HINOKI” on the front.

Tapping Into Culture & Travel Trends

For Delta’s social channels, we crafted content that spotlighted badges inspired by both cultural trends and the moments and emotions that define travel today.

MORE Case Studies

Wood Milk

MilkPEP

Chipotle

Abbott

Genting

ALS

Pella

BMW

Bomb Pop

Don Julio 194구

The Milk Cup

Opill

Buchanan's Scotch Whisky

Hard Rock Come Together