Bell - How I 505
Strategy + PR + Brand Journalism + Social Media
About Bell
For more than 85 years, Bell has been reimagining the experience of flight – and where it can take us. Bell designs, develops, manufactures and supports a broad range of military and commercial rotary wing and tiltrotor aircraft.
CHALLENGE
The sales of Bell’s entry level helicopter – the 505 – were slow and manufacturing was outpacing it. At just under $1.5 million, the 505 was attainable by those beyond their established target market of commercial users. The company wanted a campaign to showcase the benefits of ownership and we wanted to tell the story in the words of those who live to fly it, especially when the world had been shuttered by a global pandemic. Enter the adventurer, the rancher and the real estate owner.
STRATEGY
- Make helicopter ownership relatable for a broader audience by promoting adventure accessories and the lifestyle they can create.
- Find 505 owners and share their adventures and business uses for their helicopter
- Tell stories through user-generated content and earned media, targeted toward high-net-worth individuals.
- Make helicopter ownership relatable for a broader audience by promoting adventure accessories and the lifestyle they can create.
- Find 505 owners and share their adventures and business uses for their helicopter
- Tell stories through user-generated content and earned media, targeted toward high-net-worth individuals.
TACTICS
- Created brand journalism and digital ad campaign called “How I 505”
- Produced action-oriented videos that combined user-generated content and Bell-owned content to tell individual stories of owners and their helicopters
- Syndicate the videos through native advertising targeting the demo, social media boosts and advertising, and through sharing with media
- Advertise on Facebook, targeting user pages and helicopter clubs
- Created brand journalism and digital ad campaign called “How I 505”
- Produced action-oriented videos that combined user-generated content and Bell-owned content to tell individual stories of owners and their helicopters
- Syndicate the videos through native advertising targeting the demo, social media boosts and advertising, and through sharing with media
- Advertise on Facebook, targeting user pages and helicopter clubs
50+
Back Orders two years after campaign started
Paid Social Results
21,682,459 Impressions
1,825,161 Video Views
218,399 Link Clicks
2,091 Leads
Ad Results
845,001 Impressions
114,253 Video Views
10,552 Link Clicks
