The Way We Move — Brand Campaign
Honeywell Aerospace
Project: Brand Strategy & Positioning, Creative & Visual Identity, Integrated Campaign Execution & Media
Lead: Alison Wyrick Mendoza; designed, launched, and led during tenure as Global Director of Marketing, Honeywell Aerospace
Year: 2023
Challenge: Increase brand visibility and drive revenue for a nascent business segment within Honeywell Aerospace.
Approach: Alongside creative agency, Rees and Co., the Honeywell team devised a series of assets that encouraged our audience to take a different perspective when thinking about the future of transportation. The thought-provoking campaign messages, including ‘Watch this Space’, ‘Could Dodgers’ and the ‘Only way is Up’ encouraged the audience to look up, at skies that will be vastly different by the end of the decade – used by new vehicles that will impact how humans interact with the skies above them.
Awards:
2024 B2B Marketing Exchange ‘Killer Content’ Award — Design Concept/Theme
Results:
Achieved an average campaign engagement rate of 26.28% by year-end, with a single top post at 40.44%, far exceeding benchmarks.
Contributed to $3.9 billion in 2023 AAM orders backlog (262% to plan), with 97% of wins marketing-generated.
Delivered an exceptional Return on Marketing Investment (ROMI) of 9500 for AAM campaigns.
Increased overall Aero engagement rate by 143.9%.
Secured Honeywell Aerospace's position as the most considered brand for AAM systems (68%) and highest in brand visibility (61%).
Generated over 1.25 million impressions and a 1,441.2% increase in impressions over the previous year.
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Agency: Rees & Co.
This work was completed during employment at Honeywell and does not represent work performed by Outlook Lab. It is shared to demonstrate professional capabilities and experience.
