The document summarizes a case study of an airline's campaign on Facebook to drive ticket sales. The campaign focused on promoting special offers through the airline's Facebook page and ads. Key results included the Facebook page reaching an average of 14% of fans daily, click-through rates on Facebook updates being higher than display or Facebook ads, and conversion rates for visitors from the Facebook page exceeding other channels by over 6 times. Based on the results, the airline is considering increasing investment in developing its Facebook page and analyzing the performance of the page compared to other advertising.

1. USING FACEBOOK PAGES
TO DRIVE TICKET SALES
CASE STUDY
OCTOBER 2011

2. CLIENT:
BLUE1 AIRLINE (FINNISH AIRLINE – PART OF SAS GROUP)
AGENCY:
VIRTA MEDIACOMMUNITY

3. CAMPAIGN GOAL:
- DRIVING SPECIAL OFFER SALES
CHANNELS: TIMEFRAME:
• FACEBOOK PAGE • AUG – SEP, 2011
• FACEBOOK ADS
• DISPLAY ADS

4. RESULTS

5. 14% Average
REACHING THE
FANS IS
daily reach of fans*
THE BIGGEST
36%
CHALLENGE
ON FACEBOOK
Maximum
daily reach of fans
* % of page fans that have seen the updates in their news stream

6. CTRs FOR
FACEBOOK
0.45%
Average Click Through Rate on
UPDATES
ARE HIGHER
THAN FOR
links posted to Facebook Page
DISPLAY OR
FACEBOOK ADS

7. 6.3x
Conversion rate for visitors
from Facebook Pages exceed
VISITORS FROM
FACEBOOK
PAGES
conversion rates for Facebook
Ads by more than 6 times CONVERT MORE
OFTEN THAN
57%
VISITORS FROM
DISPLAY AND
Conversion rate for visitors FACEBOOK ADS
from Facebook Pages exceed
conversion rates for display
ads by 57%

8. BRAND’S FANS
30%
Average purchase by brand’s
fan was 30% higher than a
SPEND MORE
COMPARED TO
purchase by any other OTHER
customer
CUSTOMERS

9. BASED ON THE RESULTS, THE CLIENT IS CONSIDERING:
- INCREASING BUDGET FOR
DEVELOPING FACEBOOK PAGE
- DIVERTING FACEBOOK ADS TO
FAN PAGE INSTEAD OF THE WEBSITE
- FURTHER ANALYSING THE PERFORMANCE OF
FACEBOOK PAGE COMPARED TO DISPLAY
AND SEARCH ADVERTISING

10. KNOWING
[…NOT GUESSING…]
REVENUE PER FAN
GIVES CONFIDENCE TO INVEST

11. THANK YOU!
Jevgenijs Kazanins
Campalyst, CEO
jevgenijs@campalyst.com
+1 650 283 2003
www.campalyst.com