A multicultural campaign for a global airline major sees CPAs drop by 20%

The Context

This airline wanted to increase reach across expats in US who are travelling back to their home countries (India, Afghanistan, Bangladesh, Egypt, Ethiopia, Iran, Jordan, Lebanon, Nigeria, Pakistan & Vietnam) during the holiday season

The Strategy

Created separate campaigns for each ethnicity, targeting relevant premium inventory with optimized bids & budgets

Used a combination of third party DMP data of frequent flyers and Datawrkz’s first party cookie pool of expats in the US

Optimized ad placements to maintain high viewability and CTR

Segmented the retargeting audience based on time spent, pages visited, etc and served different creatives

The Outcomes

INCREASED

Year-year holiday bookings


20%

Reduction in CPA on desktop


15%

Reduction in CPA on mobile

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