British Airways — Social Media Revamp — Heritage x Modern Engagement

Overview

The project reimagines British Airways' social channels with a refined visual identity, witty brand voice, and platform-specific strategies. It blends brand storytelling, competitor insights, and content innovation to enhance customer sentiment and align BA with a younger, global demographic.

Objectives

Reinforce heritage while increasing engagement
Expand reach and boost conversions
Improve customer sentiment and loyalty
Align with younger, global demographic

Deliverables

Revamp proposal deck
Competitor analysis
Social media content calendar
Creative mockups
KPI framework

My Role

Brand research
Social strategy
Persona building
Content planning

Product Concept

Problems Identified: Outdated interiors reflected in negative sentiment online, social media policy backlash limiting behind-the-scenes authenticity, technical outages amplified by customer complaints, and conservative tone limiting relatability with younger audiences.

Key Activations

Elevated Visual Identity

New accent palette (Imperial Blue/Regal Teal), refined typography, cinematic imagery, and consistent 'digital gallery' aesthetic across platforms.

British Personality & Content Pillars

Subtle wit and self-deprecating charm with 'Spot of Tea' moments. Four content pillars: The BA Chronicle (heritage storytelling), Destination Diaries (curated travel guides), The Art of Service (staff excellence), and Aviation Insights (innovation, sustainability).

British Personality and Content Pillars visual

Platform-Specific Strategies

Instagram: Visual galleries & stories. X: Real-time service + witty updates. LinkedIn: Corporate culture & sustainability. YouTube: Long-form cinematic storytelling.

Instagram mockup gallery for British Airways

Learning Outcome

This project strengthened my ability to conduct in-depth brand research and translate insights into actionable strategies. I gained practical experience in developing social media frameworks, designing customer personas, and planning content ecosystems tailored to audience needs. The process enhanced my skills in strategic thinking, audience segmentation, and content alignment, equipping me to craft campaigns that are both data-driven and creatively resonant.