2018

Case Study: Airline Ticket Sales

AgencyOne
Agency
1/1/2018
Case Study: Airline Ticket Sales
Customer Profile
A leading international airline looking to
increase its market share through better
perception management using social media.
Problem Statement
The airline was unable to increase the
number of ticket bookings despite
allocating huge marketing budgets for
social media channels, especially Facebook
and Instagram.
Here are a few factors that were responsible
for the problem:
1. Multiple strategies being deployed by
different agencies and partners. The
in-house staff was pretty much doing
the same thing i.e. sending more traffic
to a landing page by using native
Facebook ad manager.
2. Agencies and partners were not using
the technology required to reach a
wider audience and create a large-
scale impact.
3. The company faced various challenges
in finding the right partners. As a
result, its campaign deployment time
and creative consistency were
adversely affected.
4. Factors such as inefficiencies within
the organization and varied time zones
of external partners affected the
execution timings and lead to
unnecessary delays.
5. The digital marketing teams were not
adequately trained to optimize the
performance of the campaigns.
6. The ad budget was divided into several
small parts for various agencies,
thereby reducing the expenditure
available for each team.
7. Poor implementation of tracking and
conversion pixels to help monitor
campaigns and expenditure.
AgencyOne
The Objective
At AgencyOne, we constantly strive to come up
with suitable solutions for complex marketing
problems to scale the desired goals in targeted
time-frame.
In this particular case, our objective was to
use social media platforms to build an
audience, create awareness, improve the
brand, and then achieve better
conversion rates leading to an increase in
sales.
Our Approach
The first step towards solving this issue was to
identify the reasons behind few conversions
that were, keeping the airline from reaching its
sales goals.
Once we had a thorough understanding of the
issues we were dealing with, the next step was
to frame an effective strategy to address those
challenges.
Our approach revolved around four basic
steps:
1. Building a unified strategy, keeping in
mind the ultimate goal-to drive sales
through the website and create online
ticket sales.
2. Ensuring that AgencyOne digital
experts are easily accessible for
helping the airline with consultancy
and skill enhancement.
3. Leveraging Facebook and Instagram
sales. Also using Facebook partner
software to help automate processes
and continue the campaign in an
autopilot mode.
4. Incorporating a two-phase approach
for increasing ticket sales.
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Case Study: Airline Ticket Sales
Two-phase approach by AgencyOne
During both the phases, each channel would
support the other by creating an incremental
reach and enabling the target audience to flow
down the funnel, thus completing the
conversions.
Our strategy included the following:
• Leveraging powerful technology-
Automated Facebook and Instagram
optimization strategy.
• Using our Automated Facebook and
Instagram Advertising Technology as a
Facebook partner, to help scale the
desired growth level.
Phase 1: Awareness
The first phase of the strategy emphasized on
three main points:
• Generating awareness about the
brand, its various incentives as well as
offers through Reach and Engagement
campaigns.
• Using suitable creatives with content
that grabs attention.
• Identifying the visitors who engage
with the content or visit the website.
Phase 2- Ticket sales (Conversions)
The second phase had one basic objective:
• Focusing on maximizing conversions
with specific lower funnel bidding
strategies and utilizing custom as well
as lookalike audiences from phase 1
activity.
A Unique Approach
The native Facebook ad tool failed to achieve
the set target. However, our unique approach
was able to overcome the shortcomings of the
tool. Here is what we did differently.
1. AutoPilot: Using Third-party software, we
can autopilot the entire campaigns process
and achieve effective results.
2. Auto Bid: Continue Dynamic 24/7 bidding
factors in goal pipeline auction environment
and management style, also bid at ad level.
AgencyOne
3. Auto Budget Relocation: Algorithmic budget
optimization guided by goal pipeline and ad set
performance.
4. Auto Pause: Select rules on automatic
pausing of ads that aren’t performing well,
help improve overall campaign CPA.
5. Auto Management: Select from multiple
management styles. An Automated Facebook
optimization strategy.
Results and Highlights
Through our strategy, we were able to
achieve 50 million impressions and reach
23.5 million people across 3 global
regions. There was an increase of 7672%
in the traffic.
The cost per acquisition or CPA was lower
than other channels such as Twitter, Sojern,
Google PPC etc.
The campaign resulted in the sale of
17,563 tickets.
Other than the aforementioned results,
AgencyOne campaign strategy also led to the
following long-term benefits:
• Built Custom Audience & Lookalike
Audience
• Local Data Optimization
• High traffic
• Increase in ongoing sales
• Discovered hotpots for reaching
potential customers
How AgencyOne can help?
AgencyOne is a Global Digital Agency that
helps its customers attract the clients they
would like to serve. We also help you tackle
the challenges pertaining to digital
transformation, time, budget and skills gap.
Get in touch to know how we can help you
solve all the digital marketing problems
altogether.
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