Client:

A commercial airline company

Campaign Type:

Performance-based digital advertising campaign

Duration:

1 month

Objective:

• Increase awareness of special conditions for ticket purchases
• Minimize Cost Per Click (CPC)

Target Audience:

• Geography: Nigeria
• Income Group: Average to above-average earners
• Interests: Travel, tourism, air tickets, work, business, flight safety

Audience Segments:

1. Frequent Business Travelers – Professionals who frequently travel abroad for work and prioritize reliability, service quality, and convenience.
2. Loyal Frequent Flyers – Individuals who prefer familiar airline services, show brand loyalty, and respond to discounts and promotional offers.
3. Prospective Travelers – Individuals actively planning trips, monitoring global travel news (including COVID-19 concerns), and prioritizing flight safety.

Campaign Execution:

1. Custom Audience Segmentation

• Utilized 1st and 3rd party data to define custom audience segments.
• Deployed targeted advertisements to engage high-potential consumers.

2. Media Strategy

• Weeks 1-3:
  
  • Focused on banner ads and search ads to drive awareness.
  • Banners were designed in English and optimized for multiple platforms.
  • Search ads were leveraged to attract an engaged audience to the airline’s website.
• Week 4:
  
  • Integrated contextual targeting based on audience behavior and preferences.

3. Campaign Optimization

• Conducted manual and automatic ad optimization to refine targeting and improve performance.
• Analyzed the effectiveness of different ad formats and audience responses.
• Adjusted the campaign strategy for higher profitability.

Results:

• 74 airline tickets purchased
• 3.51% reduction in CPC
• 109.8% execution success rate (Planned: 602 transitions, Achieved: 661 transitions)

Key Takeaways:

• Effective audience segmentation and targeting resulted in strong engagement.
• Optimization strategies reduced CPC, making the campaign more cost-effective.
• The use of programmatic advertising allowed for agile adjustments and improved conversion rates.