using facebook pages to drive ticket sales
DESCRIPTION
Case study of Blue1, a Finnish airline, together with Virta Mediacommunity and Campalyst.TRANSCRIPT
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USING FACEBOOK PAGES TO DRIVE TICKET SALES
CASE STUDY OCTOBER 2011
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CLIENT: BLUE1 AIRLINE (FINNISH AIRLINE – PART OF SAS GROUP)
AGENCY: VIRTA MEDIACOMMUNITY
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CAMPAIGN GOAL:
- DRIVING SPECIAL OFFER SALES
CHANNELS: • FACEBOOK PAGE • FACEBOOK ADS • DISPLAY ADS
TIMEFRAME: • AUG – SEP, 2011
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RESULTS
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REACHING THE FANS IS
THE BIGGEST CHALLENGE
ON FACEBOOK
14%
36% Average
daily reach of fans*
Maximum daily reach of fans
* % of page fans that have seen the updates in their news stream
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CTRs FOR FACEBOOK UPDATES
ARE HIGHER THAN FOR
DISPLAY OR FACEBOOK ADS
0.45% Average Click Through Rate on links posted to Facebook Page
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VISITORS FROM FACEBOOK
PAGES CONVERT MORE
OFTEN THAN VISITORS FROM
DISPLAY AND FACEBOOK ADS
Conversion rate for visitors from Facebook Pages exceed conversion rates for Facebook
Ads by more than 6 times
6.3x
Conversion rate for visitors from Facebook Pages exceed conversion rates for display
ads by 57%
57%
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BRAND’S FANS SPEND MORE
COMPARED TO OTHER
CUSTOMERS
Average purchase by brand’s fan was 30% higher than a
purchase by any other customer
30%
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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
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KNOWING […NOT GUESSING…] REVENUE PER FAN GIVES CONFIDENCE TO INVEST