Emirates, a brand with a well-established social media presence, wanted a new approach to its social content. The internationally renowned airline teamed up with digital marketing firm Traffic Digital to deliver maximum organic engagement for minimum spend. The result was an April Fools’ Day prank post revealing a new plane that would feature a swimming pool, gym, park and games room. The success of this post lay in its execution, striking the right balance of believability and doubt through high quality, eye-catching imagery and measured copy. The concept tapped into Emirates’ reputation as an aviation innovator, while introducing a fun, light-hearted dimension to the brand, earning its place as a Stand-Up Strategist spotlight feature.