This year, we launched a social-first video series to highlight the openings of the Chase Sapphire Reserve lounges at JFK and LGA, as part of a firm-wide 360 campaign.
The primary objective of this campaign was to enhance brand awareness, measured by organic social views and engagement. To achieve this, we utilized our top-performing “Come Along with Me” format to effectively showcase the unique amenities and value propositions of the Chase Sapphire Lounges.
At LGA, we focused on the food partnership, arcade, and spa, while the JFK lounge videos emphasized the food partnership, drink program, and luxurious bathrooms. By highlighting these key features, we aimed to create a compelling narrative that resonated with travelers.
Our goal was to inspire viewers to visit the lounges when they travel, and to attract new card members by demonstrating the exceptional benefits of the Chase Sapphire Reserve card. This strategic approach not only promotes the lounges but also reinforces Chase's commitment to providing unparalleled value and experiences to our customers.
A key pillar of our social strategy is access, aimed at showcasing the benefits and perks associated with Chase cards and other Chase products. We strive to bring Chase’s personality to life across our social media channels, refining our voice and clarifying our brand identity in our communications, the topics we address, and the social trends we engage with.
To bring this project to life, we planned to produce a 9x16 video for each NYC lounge opening, using an iPhone with a gimbal to combine a native social look with a professional touch. The strategy focused on leveraging social media video best practices to create content that is both engaging and informative. We sent two teams of producers and talent to LGA and JFK to film tours that showcased the key amenities at each location, providing a comprehensive view of the customer experience.
Our on-screen talent served as audience surrogates, guiding viewers through the lounges with a voiceover that reflected Chase’s social brand voice — inspirational, genuine, and conversational. The cinematography and talent aimed to evoke a sense of fun and relaxation. We hoped to inspire viewers to add a lounge visit to their travel experience.
Our commitment to excellence was evident in every aspect of the execution. We carefully edited the videos to combine these elements with driving, uplifting music, often cutting on the beat to maintain viewer engagement and stay true to social media style. Captions were added natively in Instagram to embody our “welcoming friend” persona, ensuring that viewers felt we were meeting them where they are. Both edits were kept under 60 seconds — a length that we know performs best on our channels based on our tracking and reporting.
We distributed the videos to Instagram, Facebook, and LinkedIn. Knowing the challenge of relying on organic reach, which can be affected by social algorithm changes, we implemented proactive community management to amplify our organic reach. Our community team engaged with followers in the comments section across all three platforms, sharing in the excitement and fostering a sense of community. Notable comments included, “I can’t wait to visit!!! Nothing better than Chase,” “Elevated experience,” and “Best Lounge.”
A small challenge was managing the coordination among various stakeholders, including Chase Social, Chase Sapphire Social, and the Sapphire Lounge by the Club team. Ensuring that all parties were aligned and that the project moved forward smoothly required clear communication and a structured approach to project management. We held regular check-ins and maintained open lines of communication to address any issues promptly and keep everyone on the same page.
This project was a cross-functional effort that showcased our ability to bring innovative ideas to life through strategic planning, meticulous execution, and effective problem-solving. We created a campaign that not only highlighted the unique features of the Chase Sapphire Lounges but also reinforced Chase’s commitment to providing exceptional value and experiences to our customers.
Our 'Come Along with Me' to the Sapphire Lounge videos greatly surpassed our engagement and views benchmarks across Facebook, Instagram, and LinkedIn, clearly demonstrating the success of our campaign and its alignment with our team’s objectives.
