Case Study: Organic Social That Drives Visibility, Engagement and Growth
Megan Pullins Digital Director
Industry: Aviation | Project Type: Social Strategy + Ongoing Management
Billings Logan International Airport (BIL)
Opportunity
Billings Logan International Airport sits at the center of regional travel in Montana, with a growing role in both tourism and aviation expansion.
In fall 2022, the City of Billings, which runs Billings Logan International Airport (BIL), turned to Kinetic Marketing & Creative to help improve its social media presence. The intent was to put the airport on the radar of both local consumers and aviation industry decision-makers. Using social media to bolster recognition and affinity for smaller, regional airports is common in the industry.
Social media presented a clear opportunity to build authentic connections and shape perception at scale.
Strategy
Kinetic developed a platform-specific social strategy for Facebook, Instagram and LinkedIn designed to meet audiences where they are and align with how they engage. The approach focused on reaching travelers considering trips to Montana, positioning Billings as the gateway to the state and highlighting the advantages of flying into BIL for a better travel experience.
Social media offered BIL an opportunity to be authentic, put the marketing pitch aside and connect on a deeper level to foster relationships and brand loyalty.
Content was structured around proven pillars:
- Educational – Travel tips, TSA info, airport processes
- Community – Local events, people, Montana destinations
- Entertaining – Seasonal content, fun facts, engagement drivers
- Promotional (LinkedIn-focused) – Industry updates, partnerships, growth milestones
Since Kinetic began working on BIL’s social media in 2023 through the end of February 2026, we have executed 1,531 posts, ensuring sustained visibility and engagement. We implemented:
- Consistent posting cadence across all platforms
- Monthly content planning and reporting
- Audience-first storytelling tailored to each channel
- Mix of formats including video, reels, photography and branded graphics
Results
Our strategy delivered measurable growth across every key performance indicator over the past three years.
High-Level Impact
- 211% follower growth
- 991,593 impressions
- 9.87% engagement rate
Platform-Specific Performance
- Facebook
- +272% followers
- +230% post impressions
- +382% post engagements
- Instagram
- +134% followers
- +458% reach
- +4.2K% shares
- LinkedIn
- +5K% follower growth
- +7.1K% impressions
- 10.59% engagement rates
We used the monthly data to hone our strategy and developed clear insights: aviation-focused visuals consistently drove the strongest engagement, locally relevant content built strong community connections and platform-specific strategies aligned with best practices to deliver measurable results. Together, these outcomes reinforced BIL’s position as both a trusted regional hub and a growing force in the aviation industry.
Using a strategic, audience-first approach to organic social media transforms platforms from passive channels into active growth drivers.
Looking to grow awareness, strengthen community connections and increase industry visibility? Contact Kinetic Marketing & Creative to see how we can help your brand take off.
Megan Pullins
Digital Director
Megan Pullins is the Digital Director at Kinetic Marketing & Creative, leading digital marketing strategy and services from paid media to marketing automation. With over 8 years of marketing experience and certifications from Digital Marketing Institute, HubSpot and Google, Megan has helped brands across hospitality, healthcare, finance, and eCommerce turn digital marketing strategy into measurable growth.
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