Havas Group is one of the world’s largest global communications groups. Among other international brands, they collaborate with the airline Emirates, to manage their social advertising campaigns.

Emirates is the world’s fourth largest airline by scheduled revenue passenger-kilometers flown. They offer passengers flights to over 155 destinations around the globe. As such, they target travelers from many different countries, who speak different languages, and have different cultures.

To launch a massive campaign targeting all potential travellers, Emirates’ agency partner - Havas - had to manage hundreds (if not thousands) of separate ad variations.

To fulfill the need of adapting each ad to the country it was targeting - not only in terms of language but also currencies and creatives, for example - the team at Havas found the MakeMeReach platform to be the best solution.

DIFFERENT STRATEGIES FOR EACH COUNTRY

LAUNCH, DUPLICATE AND TEST, WITH HUNDREDS OF AD VARIATIONS

How Havas Group used the MakeMeReach platform to manage campaigns in several languages

Emirates & MakeMeReach

REACH US ON makemereach.com

Depending on the country being targeted, the objectives set were different. For some countries, like the USA, the reach is so wide that the CPM was lower than that of a smaller country, like Jordan. But conversion was easier in the likes of Jordan, where the brand is more well-known and holds a bigger market share. This means the Customer-Acquisition-Cost (CAC) was lower in Jordan than in the USA.

Using the MakeMeReach ‘Automation Powerhouse’, the team at Havas was able to set different rules depending on the ad sets and their targeted audiences.

Overall, it was a huge time saver and meant Havas had the time to test more Twitter ad variations for Emirates.