Humanizing a Global Aerospace Innovator

Challenge

A global leader in the building systems and aerospace industries invested over a billion dollars in a next generation airline engine that would change air travel for the better, The problem… no customers were ordering it, and as a result, Wall Street was calling for heads.

Solution

Members of our team identified an opportunity to change how the company communicated both internally and externally. As an engineering leader, the corporate brand focused on engineering excellence while prioritizing the investment community. We saw the opportunity to humanize the company by spotlighting the engine’s breakthrough, environmentally friendly aviation technology that reduced emissions, lowered noise pollution, and dramatically improved fuel efficiency, enable the possibility far longer flight routes.

To amplify this story, we recommended the company speak to a whole new audience through a multi-channel approach and make the engine, and the people who designed it, the stars of the innovation story. A centerpiece of our campaign was a partnership with a major environmentally focused storytelling platform known for authentic, human-centered narratives — a bold move beyond the company’s typical B2B communications channels.

Key actions included:

Developing a campaign strategy that focused on humanizing innovation through:

Employee profiles illustrated how ideas moved from sketches to real-world flights

A social media campaign showcased a diversified content mix of five narrative and infographic-style posts

We shipped an engine over 2,000 miles, from Florida to San Diego, placing it at the entrance of the Sustainable Brands global conference venue

Held panels and thought leadership discussion at the conference, utilizing the engine as the backdrop

Two on-site videos showcased the people and purpose behind the technology and then driven through owned and paid channels, highlighted in targeted online channels

Onsite media relations resulted in numerous consumer, regional and trade publication articles with 100% positive coverage and message pull-through

Members of our team oversaw the full creative process — from casting and scripting to production and asset delivery — ensuring storytelling that connected emotionally and authentically.

Results

The campaign transformed brand perception, connecting innovation with human experience:

Elevated public awareness and positive sentiment among general audiences

Strengthened internal pride and stakeholder engagement

Positioned the company as a human, purpose-driven innovator in the aerospace industry

Shifted the focus on sales to the social benefits, quieting Wall Street and igniting sales