Expanding to a new digital audience
Cirrus Aircraft has always aimed to provide an unparalleled aviation experience marked by innovation, quality, and safety for its desired customers. The pandemic revealed a significant market potential, with more individuals considering personal aviation to circumvent the additional constraints and time losses associated with commercial flying. Bloom was tasked with developing a digital marketing campaign for New Entrants to introduce the Cirrus SR20 and Cirrus Vision Jet to this wider audience. Despite a tight timeline at the end of the year, we collaborated with the brand’s Experian customer data to create a programmatic ad campaign and identify lookalike audiences for targeted social media placements, which included Facebook video ads, Carousel Ads, Instagram Photo and Video Ads, and LinkedIn Sponsored Content Ads. Our market research and feedback sessions guided us to emphasize the emotional and practical reasons for choosing personal aviation at this time. We aimed to inspire those contemplating aircraft ownership and those who wished to travel on their own terms through our campaign, titled “It’s About Time.” This initiative presented the Cirrus SR20 and Cirrus Vision Jet as accessible luxury options that enable customers to meet their business and personal travel goals more efficiently. Launched in late December, the campaign successfully reached holiday shoppers, engaging target personas and converting qualified leads. As a result, Cirrus achieved a return on investment of over 95 (approximately $1.9 million), while its Facebook and Instagram posts garnered impressive engagement—15,000 reactions, 353 comments, and 1,044 shares. Additionally, the brand's follower count grew by 30% during this period, enhancing its organic marketing reach.