How Breeze Airways Built a High-Performing Social Strategy

Breeze Airways' Opportunity

Breeze Airways set out to redefine what it means to be a low-cost airline. With a mission to make travel “seriously nice,” the brand launched with a bold promise: to connect underserved cities with affordable, comfortable direct flights and to do it all with a Guest-first mentality that stands out in the aviation industry.

As a newer player in an industry shaped by legacy carriers and sky-high expectations, Breeze had to build awareness, drive bookings and ultimately earn trust — fast. Social media became the brand’s most important touchpoint, with the team launching new campaigns and driving awareness for new direct flights while also fielding real-time Guest questions.

With an ultimate goal of scaling on social media with smart data, the team turned to Dash Social for social intelligence to help them run a high-performing content program while keeping the Breeze tone, culture and Guest experience at the center of everything they do.

A Seriously Nice Social Strategy

Breeze is rewriting the rules of what affordable air travel can look and feel like. The “seriously nice” airline connects underserved cities across the U.S. with efficient, comfortable flights and a human approach to service. That human-driven ethos is what guides every aspect of the brand’s marketing and social is where it comes to life.

From the outset, the social team was tasked with more than just growing channels — they were essentially building an entire brand from the ground up. With no legacy reputation to rely on and a smaller team than its titanic competitors, they had to act fast, think creatively and show up with consistency. Their strategy was rooted in authenticity and impact: meet audiences where they are, share the product story in ways that resonate and create content that builds emotional connection over time.

Social media quickly became Breeze’s most important communications hub. It’s where Guests discover new routes, ask questions, share experiences and connect with the airline on a personal level. With each post, the team is reinforcing what makes Breeze different: a brand that listens, responds and always brings something refreshing and fun to the feed.

Key to their success is the way they combine content pillars with strategic intent. From product storytelling to real-time engagement and community building, Breeze uses social media to educate, entertain and inspire action; whether it’s booking a flight, resharing a story or simply remembering the name of the airline. Every touchpoint matters.

The Guest Empowerment Team (GET) plays a foundational role in Breeze’s approach to community engagement. As the direct line between the brand and Guests on the move, the Guest Empowerment Team turns every Guest interaction into an opportunity to reinforce trust and loyalty. Every exchange feels personal. The team tackles problems on the spot and celebrates the fun wins because, at Breeze, Guest support lives in the same chat as social engagement.

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Storytelling That Travels Further

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"One content pillar that works for our Instagram audience is what we call “Seriously Nice Moments.” These are moments on the plane or during a Guest’s journey that resonate. For example, one time a bride brought her dress on board and the pilot gave her a shout-out. Moments like these show people how we’re seriously nice. We’re also trying to involve more of our pilots and flight attendants in content. Posts with them perform well — probably because they feel more authentic."

Raz Taylor,
Social Media Coordinator at Breeze Airways

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Breeze’s content strategy centers on highlighting what makes the airline different: its product, its people and its focus on community. The team leans into storytelling to bring that to life, showing real Guest journeys, spotlighting team members and delivering content that feels approachable and human.

Instagram plays a key role in brand building. Its “Seriously Nice Moments” is a content series deeply rooted in its brand identity that features memorable Guest interactions, surprise-and-delight upgrades, and moments that reflect the brand’s ethos in the real world, such as mothers surprising their children with upgraded seats, or pilots giving shout-outs to brides-to-be. The most successful posts are never complicated to film; one of its most viral posts was a simple how-to video showing Guests how to adjust the headrest. It originated from Guest feedback and ended up going mega-viral, which the team did not see coming. These posts are key to building emotional resonance and are often reshared widely.

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TikTok gives the brand a space to connect with trend-driven travelers. Like Instagram, many top-performing posts come from reactive ideas or addressing common questions, often sparking conversation and allowing curious audiences to discover Breeze.

Even on LinkedIn, Breeze maintains its playful tone while highlighting team culture, airport partnerships and business milestones. Each platform serves a distinct purpose, but the voice stays consistent throughout.

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The team sees strong engagement from behind-the-scenes content featuring flight attendants and pilots, which helps humanize the brand and build trust. The team curates a central library contributed to by team members across the company. Internal operations teams, pilots and Guest-facing staff often capture photos and with this collaborative approach, turn social into a team effort and give the social team an abundance of authentic, candid assets to share. This is just one example of how Breeze makes an impact with smart decisions and by putting its community first.

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Scaling Smarter With Dash Social

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"The 360 dashboard is the easiest way to get a clear snapshot of how we’re performing across every channel. I appreciate how it’s evolved over time with new metrics brought into it."

James Belyeu,
Brand and Content Manager at Breeze Airways

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Dash Social gives the team a 360-degree view of their content, audience behavior and benchmarks, making it easier to align with business goals, move quickly and back every decision with data. In weekly planning sessions, content decisions are mapped against route launches, performance needs and cultural moments. Dash Social’s Campaigns allows Breeze to evaluate the impact of its initiatives — like Kindness Week, a brand-led activation that celebrates kindness across Guest and team member experiences — and other content series. The ability to group content and analyze it by campaign has made reporting more efficient and more strategic.

As an airline that puts its Guests first, visibility into their experiences and the ability to share with broader audiences helps them to maintain authenticity and  plan a content calendar at scale. The team uses Community to keep pace with UGC, as well as team-generated content. They use it to track submissions, manage rights and identify the types of content that perform best.

‍Competitive provides important context for the team’s performance. As a new player up against industry giants, being able to benchmark their success against major players gives Breeze added confidence in their approach and makes it easier to communicate wins to leadership. In weekly or monthly check-ins, they can clearly see that they’re consistently ranking among the top airlines for Instagram engagement — an insight that tells them that they’re doing the right things at the right time.

Ultimately, Dash Social helps Breeze do more with less — giving the team time back to focus on its big ideas while ensuring every post and campaign is backed by data.

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"The support is one of the things I value most. Every time we’ve had a request — like integrating Threads — it feels like Dash actually listens and moves swiftly, which I really appreciate."

James Belyeu,
Brand and Content Manager at Breeze Airways