@latambrasil

LATAM Airlines

Content Strategy

Since its creation in 2016 from the merger of LAN and TAM, LATAM had operated a singular Instagram page serving the entire Latin American region where the company operates. However, this one-size-fits-all approach was alienating the Brazilian audience who couldn't see themselves reflected in the content, which was primarily targeting Spanish-speaking countries. Recognizing that the social media behavior of Brazilians is distinct from their regional neighbors, just as Brazilian flight attendants are known for their warm and lively service compared to their counterparts, LATAM pondered why the brand’s social media presence shouldn’t also embrace this unique cultural flavor.

With this mindset, in March 2023, we launched the Brazilian-specific Instagram account from scratch. Embodying a feminine persona akin to a fun, spontaneous, and highly engaging mother figure, the brand dove into the local culture of humor, memes, and Brazilian pop culture. The strategy wasn't just for the regular Always On content but also extended to event coverage and special actions like Rock In Rio, The Town, Primavera Sound, BBB, and the Women’s World Cup in partnership with Cazé TV.

Implementation Strategy

Insights and Approach

Develop a localized Instagram presence for LATAM Airlines to cultivate a connection with the Brazilian audience by leveraging local pride and relevance, thereby reinforcing LATAM's Brazilian DNA.