[case study] air france promotes its early bird campaign on twitter and facebook

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January 2015 On Facebook, the Early Bird operation was geolocalized to Paris and five major French cities (Bordeaux, Lyon, Marseille, Strasbourg, Toulouse). Keyade used a personalized, geolocation-based page post link injected into the news feed. This format is particularly well suited since it can redirect users to a specific landing page, such as an Early Bird purchase page with the departure city already filled in (based on the geolocalization), in order to maximize the conversion rate. On Twitter, Keyade used website cards, a performance-driven format that includes a clickable zone which can also redirect users to a specific landing page. Keyade simultaneously activated the most suited Twitter target options: by profile, by interests and by keyword. GEOLOCALIZATION AND FORMAT/TARGET ADAPTATION THE DEVICE Four times a year, Air France runs its Early Bird ad campaign during which it offers reduced fares on its long haul flights worldwide. In France, the campaign was most recently run from 9 to 20 October, 2014, promoted through social media campaigns on Facebook and Twitter. Run simultaneously on both social networks, the campaign was separated into two phases: - First ten days: a generic message is broadcast that informs viewers of the promotional sale - Last four days: a "last call" message is broadcast to encourage users to book their tickets now EARLY BIRD—A NATIONWIDE AD CAMPAIGN THE BACKGROUND AIR FRANCE PROMOTES ITS EARLY BIRD CAMPAIGN ON FACEBOOK AND TWITTER

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January 2015

On Facebook, the Early Bird operation was geolocalized to Paris and five major French cities (Bordeaux, Lyon, Marseille, Strasbourg, Toulouse). Keyade used a personalized, geolocation-based page post link injected into the news feed. This format is particularly well suited since it can redirect users to a specific landing page, such as an Early Bird purchase page with the departure city already filled in (based on the geolocalization), in order to maximize the conversion rate.

On Twitter, Keyade used website cards, a performance-driven format that includes a clickable zone which can also redirect users to a specific landing page. Keyade simultaneously activated the most suited Twitter target options: by profile, by interests and by keyword.

GEOLOCALIZATION AND FORMAT/TARGET ADAPTATION

THE DEVICE

Four times a year, Air France runs its Early Bird ad campaign during which it offers reduced fares on its long haul flights worldwide. In France, the campaign was most recently run from 9 to 20 October, 2014, promoted through social media campaigns on Facebook and Twitter.

Run simultaneously on both social networks, the campaign was separated into two phases:- First ten days: a generic message is broadcast that informs viewers of the promotional sale- Last four days: a "last call" message is broadcast to encourage users to book their tickets now

EARLY BIRD—A NATIONWIDE AD CAMPAIGN

THE BACKGROUND

AIR FRANCE PROMOTES ITS EARLY BIRD CAMPAIGN ON FACEBOOK AND TWITTER

Keyade is an agency specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes OLX, Meetic/Match.com, Air France, Jumeirah, Redoute and Parrot. In 2014, Keyade joins GroupM/WPP.

Headquarters: Keyade, 8 rue du Sentier, 75002 Paris - FranceSimplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under number B 490 339207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

www.keyade.com / [email protected] / +33 (0) 1.44.79.38.13

Air France is the second largest airline in Europe, with 75.8 million passengers in 2013. The airline serves 253 destinations in 105 countries.With a turnover of 25.5 billion euros in 2011, it is one of the leading French companies on the internet.

+30% IN R.O.I. COMPARED TOCLASSIC DISPLAY CAMPAIGN

THE RESULTSAN EXTREMELY PROFITABLE CAMPAIGN

By making finely-tuned adjustments throughout the campaign, Keyade was able to identify the messages that generated the most conversions and little by little eliminate the least performing. Thanks to high click rates, the team was able to lower its bids and consequently its CPC rates.

Worldwide, the October 2014 Early Bird campaign was extremely profitable. Not only did it boast an ROI 30% higher than that of a classic display campaign, but this percentage rises to 50% when taking into account non-deduplicated conversions with search marketing.

AIR FRANCE PROMOTES ITS EARLY BIRD CAMPAIGN ON FACEBOOK AND TWITTER