United Technologies Corporation: Humanizing a Brand
United Technologies Corporation (UTC) is a global leader in the building systems and aerospace industries. While it had a strong reputation within those spaces, they held little to no connection with general consumers who experience many benefits of its innovation.
Allison+Partners identified an opportunity with Pratt & Whitney, one of UTC’s portfolio brands, to raise awareness for how UTC’s contributions positively benefited the environment. Pratt & Whitney developed the PurePower Geared Turbofan engine, technology that has changed the way we fly around the world by eliminating emissions, reducing noise and decreasing fuel consumption.
As part of a broader campaign activation, we recommended UTC and Pratt & Whitney partner with Upworthy, an influential website that strives to tell untold stories that serve one goal – connect people. This collaboration was viewed as uncharted territory for UTC, provided the outlet was neither technology nor airline industry-based.
The content strategy centered around the people at Pratt & Whitney who transitioned the engine concept from lines on white paper to flights within blue skies, humanizing the conglomerate to its very core. Allison+Partners and Upworthy crafted a fully comprehensive, diversified campaign consisting of a mix of five, personal and infographic type posts. Two videos were also filmed on-site at Pratt & Whitney, highlighting the company and its people; those who truly served as the heart and soul of the PurePower Geared Turbofan. Throughout the process, we worked to secure talent for videos, draft content for scripts, advise on posts and asset creation, while overseeing all production.
Curated content was optimized via the Upworthy platform and published across its website and social channels like Facebook, Twitter, and the Upworthy community newsletter, “The Daily Upworthiest.” Planned, written content paired with personal anecdotes in videos started a conversation that encouraged both content shares and commentary with readers.
Over the course of two and a half months the following results were secured through the two videos:
The Upworthy series in total garnered the following metrics (videos, five pieces of diversified content and newsletter distribution):