Inside United Airlines’ ‘Mean Girls Day’ campaign and the pivot that made it work
Knowing when and how to shift focus makes the difference.
When United Airlines’ social team built a campaign around Oct. 3, better known online as “Mean Girls Day,” the entire campaign was approved and ready to launch.
“But then this little artist known as Taylor Swift announced she was releasing new music that same day,” said Lauren Eiden, social media manager at United.
The announcement flipped the campaign on its side, causing Eiden and her team to rethink their next move. They even considered scrapping it altogether. After some discussion, the team instead looked at how they could pivot while keeping elements of the same idea.
“I think the biggest lesson is there’s always a solve if you understand how to be flexible and think on your feet,” Eiden said.
For social teams, the difference between successful execution and failure often comes down to how quickly you can adjust without losing voice or identity. This is how United handled it.
Build on moments where the brand belongs
United’s original plan was a collaboration with actor Jonathan Bennett, who played Aaron Samuels in “Mean Girls,” to create content tied to the film’s Oct. 3 moment.
“I always like to ask influencer managers, do you have anyone in your roster that you know is a United fan,” she said. “I really wanted it to feel like an authentic relationship between the influencer and the brand.”
After initial conversations, Bennett was on board.
“He actually went and took pictures in front of United planes and told us he was so excited,” Eiden said. This made the team feel even better about the collaboration because his participation felt seamless.
Natural alignment gives brands more room to adapt when plans change because the foundation already makes sense to the audience, Eiden said. Even when there are obstacles, a genuine spokesperson can help ease tensions around unknowns.
Expect and plan for disruption
Around the same time, United’s team noticed growing buzz around Taylor Swift’s announcement.
“We started seeing headlines across media about Taylor Swift stealing the spotlight,” Eiden said.
At that point, the team had two options. Stick with the original concept and risk it being overshadowed or rethink the idea entirely.
“We connected with Jonathan and we’re like, listen, we either need to completely pivot, or maybe this isn’t the right moment,” Eiden said. “He didn’t want to do that.”
Their solution was to rewrite the story so it reflected what was actually happening online, which added to the cultural moment.
Pivot the idea without losing the core
The updated concept kept Bennett at the center, still making “Mean Girls” references as he traveled. But instead of everyone engaging with him, the people around him were distracted by Taylor Swift’s release.
“He would be the one giving all of these ‘Mean Girls’ references, but no one else cared because they were all listening to Taylor Swift’s new album,” Eiden said.
That accomplished two things. It made the content feel current, and it acknowledged the reality of the moment instead of competing with it.
The team also found a way to visually tie the two things together. Background characters were dressed in orange, sparkly outfits that audiences would recognize as thematic of Swift’s new album.
Flexibility doesn’t have to mean abandoning the original idea. It’s about identifying what still works and adjusting the rest to match the environment, she said.
“It was a very easy visual way because the entire internet was covered in orange glitter,” Eiden said.
Keep the brand grounded in its own identity
Even with changes, United made sure the content stayed rooted in its own voice.
Throughout the video, which was shared across Instagram, YouTube and TikTok, Bennett referenced familiar in-flight details, including one of the airline’s signature snacks.
“One of my favorite lines is, ‘Is stroop waffle a carb?’” Eiden said.
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The campaign also featured a real United flight attendant as a key character, reinforcing the airline’s focus on using employees as part of its storytelling.
“All of our employees that you see in social media advertising are real-life employees,” Eiden said.
The posts received 15.5 million total views across organic and paid social, with 13.5 million organic views and 264,000 organic shares. Eiden used this data, along with a measurement guideline the team developed, to show greater business impacts.
Learn more about United’s guide on Ragan’s Communications Leadership Council site.
Move quickly, but stay selective
The success of the Oct. 3 campaign shows the value of flexibility, but Eiden said that doesn’t mean that reacting to everything is always appropriate.
“There’s always a solve, but that doesn’t always mean you should do it,” she said. “You’ve got to be really strategic about when and where you show up.”
United had to decide whether the brand had a right to be part of the moment. In this case, the answer was yes. The airline had already engaged with both “Mean Girls” and Taylor Swift content in the past, and Bennett was a genuine fan, Eiden said.
“We had a right to be there that day,” she said.
Flexibility works best when it is grounded in strategy and a strong foundation. Without it, quick pivots risk feeling forced or opportunistic.
Why flexibility builds stronger engagement
Audiences respond to brands that reflect what they are already seeing and feeling in the moment.
The Oct. 3 campaign worked because United adapted to the conversation naturally, kept its voice consistent and delivered something that felt timely.
Planning ahead still matters, but so does the ability to change course, she said.
“If you want to make something work, there is a creative way to do it,” Eiden said.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at [email protected].
