KLM - Embracing scale with one million ad variants

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Propelled forward by this campaign consisting of 1 million variants, KLM had the most fans of any airline in Europe within three months

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KLM - Embracing scale with one million ad variants

  1. 1. Embracing scale with onemillion ad variants© 2012 TBG Digital
  2. 2. What’s the story?© 2012 TBG Digital
  3. 3. KLM wanted to recruit relevant Facebook Fans at scale, both quickly and economically© 2012 TBG Digital
  4. 4. What did we do?© 2012 TBG Digital
  5. 5. TBG Digital used its learnings from previous travel campaigns to build creative that would deliver high Click Through Rates The campaign consisted of one million ad variants which included 10 countries, 10 languages and 50 different keyword groups The KLM international campaign was live within 48 hours of initial sign off© 2012 TBG Digital
  6. 6. What were the results?© 2012 TBG Digital
  7. 7. Testing included English text in non-native English-speaking countries versus native language text. Native text provided Cost per Fan savings of up to 30% The KLM page averaged 20,000 new likes weekly throughout the campaign© 2012 TBG Digital
  8. 8. Most fans in Europe Third most fans in the world Of all tracked airline pages. Data supplied by Social Bakers on 6th January 2012© 2012 TBG Digital Case period: October 2011 to December 2011

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