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How United Airlines Elevated Its Content Game

As one of the most recognized and established global brands, United Airlines understands how effective content can be used to attract, engage, and convert audiences — when done correctly. As content consumption patterns become more complex, United is committed to elevating its content game to stay relevant among customers.

The Vision

Provide an immersive content experience that showcases United's areas of investment in service and experience.
Reshape United's perception among existing and new customers.
Align with modern consumption patterns to engage consumers and employees everywhere.

What Happened: The RebelMouse Platform

One Hub to Rule Them All:United revamped its online hub to combine evergreen travel guides, episodic videos, tentpole content, and user-generated content in one cohesive environment. The always on channel is connected to the airline's main domain, allowing United to seamlessly promote key initiatives throughout the year.
Tailored for a First-Class User Experience: United and RebelMouse built a 100% customized experience that features a unique site design and third-party integrations — including interactive media and feedback widgets — to keep both casual visitors and repeat customers engaged.
Built for Mobile: As content is increasingly consumed on mobile devices, RebelMouse's mobile-first platform enables the rich hub content — videos, interactive modules, and social feeds — to perform seamlessly across devices and platforms.

United Hub's home page on RebelMouse.

Interactive media celebrating United's 90th anniversary.

United Hub on a mobile device.

Brand Storytelling: A Human-Centric Approach

United Airlines' #HerArtHere contest illustrated just how effective human-based campaigns can be. The campaign called on female artists to submit their artwork to be used as designs on two of United's planes, among other perks for winners. It's a fantastic campaign because it doesn't just drive a brand marketing strategy for United, it also celebrates a cause that resonates for many: supporting women, and giving artists new opportunities to showcase their talents on a grander stage. Sharing values between a brand and an audience is powerful enough to transcend any revenue-focused strategy, and will quickly build sticky audiences where it matters most.

Read more about the #HerArtHere campaign here.

Data-Driven: Winning Content Strategy

Contests like #HerArtHere alongside content expansion fueled United's organic growth on all platforms and resulted in deeper engagement with their customers. In the span of one year on the RebelCMS, United Airlines experienced huge organic reach for an entrenched brand.

Key Takeaway: Control Your Narrative

Whether it's promoting the Olympics, launching a new video series, or showcasing social user-generated content, with RebelMouse, United is mastering how to manage content effectively and in a way that fits its needs to tell compelling stories to its customers. Check out United Hub and learn more about the RebelMouse platform.

"Thanks to RebelMouse, United doesn't have to sacrifice great #content for speed. You can have both too!"

—Ryan Bujeker, Director, Social Media Strategy & Digital Engagement

Want to elevate your content game and become a Rebel? Request a proposal today to get started.

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We’re here to help you weigh and understand every tech and strategic decision that affects your digital presence. Spend less time managing everything yourself, and more time focused on creating the quality content your users deserve.

I love the control panel. Awesome work. I have to say, what an amazing creative team RebelMouse is. I am so grateful!

Terrence O'Hanlon

Founder and Chairman
Reliabilityweb

It’s like we’ve been riding horses to commute all our lives and someone just showed us a Tesla.

Brendan Farley

Vice President, Product Management
Strada Education Network

Thanks to RebelMouse, United doesn’t have to sacrifice great content for speed. You can have both!

Ryan Bujeker

Director, Social Media Strategy & Digital Engagement
United Airlines

We're in a much better position to make it through the current crisis in part due to RebelMouse and their platform. We've not only saved on overhead costs, we've more easily optimized our traffic with their smart measuring and SEO tools, as well as their social integrations.

Jill Braff

President/Chief Operating Officer
Brit + Co

THANK YOU for all the good, fast work you put into making our public rollout such a big success. I know we threw a lot at you very quickly, but you were calm under pressure and pulled it all off perfectly. Very glad to be working with you all.

Tim Grieve

Executive Editor
Protocol

So inspired and impressed by these results from RebelMouse. Check them out and ask Andrea Breanna how they got there! Just goes to show that spending millions doesn't necessarily get you to the right destination. It's spending no more than you need on the right technology with the right platform that does! 🌐💙🏎️

Andrey Lipattsev

Partner Development Manager
Google

It is not often I jump out of my chair and scream in a positive way, but I just did! This is the happiest I have seen my Managing Editor in 2021! Thank you.

Nick Smith

CEO
Investing News Network

Working with RebelMouse is an actual treat. From the CEO down, every single member of the team has partnered with us to meet our needs. Everyone willingly (and with endless patience!) shares their expertise and insights to ensure we optimize search and create a great audience experience. As we have implemented the various search tactics, positive results are almost instantaneous. Training our content creators has been simple. The system is incredibly user friendly. As a co-worker commented, "RebelMouse doesn't just sell you something, they partner with you to deliver exactly what you want." I couldn't agree more!

Emma Schofield

Director of Change Management
Investing News Network

We continue to be huge fans of RebelMouse and envision a very long-term relationship with the platform. The service has been impeccable.

Douglas Fischer

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Environmental Health News

I am a HUGE RebelMouse fan, and basically tell everyone I meet who's looking to overhaul their website to get in touch right away.

Susan Hassler

Editor Emeritus
IEEE Spectrum

Every member of the RebelMouse team, but especially our project team, are superstars! Our site launch on the platform met all our expectations and we love the technology. We are positive about the future of our site and look forward to improving our approaches and processes with RebelMouse's guidance!

Terrence O'Hanlon

Founder and Chairman
Reliabilityweb

RebelMouse's Layout & Design Tool is one of the most comprehensive and flexible tools I have ever used of any CMS. Their product team is also extremely helpful and constantly supports to make sure your properties are up to date and use the best industry standards, especially in terms of page speed.

Chuck Lapointe

CEO
Narcity Media

The best thing about RebelMouse is how much they care about their customers. When working with them, I always get a sense that they go above and beyond for their customers. When working with the RebelMouse team, I very much consider them to be a partner, rather than just a vendor. Upon migrating to their technology, we have seen tremendous improvements in many key areas, particularly technical SEO. They have out-of-the-box functionality that is tremendously helpful to customers. At the same time, their system is flexible enough to allow us to adapt it to any new business needs that we have.

David Nguyen

Senior Director of Digital Marketing
Investing News Network

RebelMouse has shepherded us through the modernization phase, and has been keen, practical, and nimble throughout the entire journey. They have helped modernize our website through an infinite scroll setup that allows us more advertising real estate while creating more time on site to capture reader engagement. Plus, the RebelMouse team has helped educate our own team on the various aspects of programmatic advertising and worked to best implement them. Premier Guitar joining forces with RebelMouse in 2020 was one of the best choices we could have made!

Luke Viertel

Digital Strategist
Premier Guitar

RebelMouse has stepped up our content management process by providing a user-friendly interface, robust customization options, and seamless collaboration tools. The platform's analytics and reporting capabilities have empowered us to make data-driven decisions, while their exceptional customer support ensures any issues are promptly addressed in a professional, respectful, and friendly way!

Matt Roberts

Director of Growth & Development
Premier Guitar

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