The "First Time in San Juan, Mi Hijo?" campaign wasn't
about moving fast. Andre Le Masurier reveals how Skyscanner evaluates trend longevity, authentic brand alignment, and the moments that justify a larger marketing investment.
What was the key consumer insight that led Skyscanner to build a campaign around the "First Time in San Juan, Mi Hijo?" viral video?
We started seeing
the song gaining more traction and taking on a life beyond the original social media video and that's when we decided to jump on the trend.
When evaluating whether a
social media trend has enough longevity and relevance to support a brand activation, we look for signs that it has moved beyond a single viral moment and become part of broader cultural conversation.
One of the biggest indicators is when people start engaging with it organically in ways that weren't part of the original trend, whether that's creating their own content, using the audio in unrelated
posts or bringing it into everyday conversations and experience.
advertisement
advertisement
For a travel brand, that's especially important because travel decisions are influenced by cultural
moments people discover online. When a trend starts shaping how people think about a destination, it creates an opportunity for brands to participate in a way that feels authentic and
relevant.
Are travelers to Puerto Rico generally aware of the viral song, or is this campaign aimed
more at social-media-savvy travelers?
The campaign works on multiple levels. For those familiar with the viral moment, it creates instant recognition and
connection. For those who aren’t, it still delivers a clear, destination-led message that feels welcoming, fun and rooted in San Juan’s personality.
Ultimately, this kind of campaign is about meeting travelers at the very earliest stage of inspiration and the goal wasn’t to target a single audience type, but to create a
travel experience that feels memorable and culturally connected, regardless of how people discover it.
What made the baggage claim area in San Juan airport the right place for this DOOH placement?
Location was everything. We
wanted travelers to experience the message at the exact moment they arrive in San Juan, when excitement is at its peak and the trip is shifting from anticipation to reality. Baggage claim is one of
the few true pause points in the journey, where travelers slow down, take in their surroundings and are fully present in the experience. That made it the perfect canvas.
Placing the billboard there transforms it from a traditional out-of-home placement into something that feels like part of the welcome itself. It meets travelers in moments where
they’re already reflecting on their journey and stepping into the destination for the first time so it feels like part of the journey.
What advice would you give marketers looking to extend a creator-led viral video into a larger brand campaign?
When evaluating whether a social media trend has enough longevity and relevance to support a brand activation, we look for signs that it has moved beyond a single viral moment and
become part of broader cultural conversation. It’s also critical that it authentically links back to our brand.
If you’re interested in submitting
content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.