China Southern Airlines (CSA) brought Rooster onboard in November 2016 with a specific ecommerce brief to develop a multi-channel digital campaign that would target the end consumer through digital & social media channels. Activity had to achieve two objectives: (a) drive traffic to www.flychinasouthern.co.uk, and (b) generate online ticket sales.
Alongside designing, setting up, implementing and managing 10 Facebook ad campaigns and three digital display (programmatic) campaigns, Rooster’s digital team also:
- Set up and managed the CSA Instagram and Twitter profiles
- Designed CSA landing page content and social media channel image assets
- Developed trade and customer newsletter e-shots
- Assisted in designing, implementing and promoting a CSA reputation customer survey
- Advised on CSA ad campaigns and designed creative for the travel trade
Within just six months, the CSA Facebook campaigns generated a reach of 3,220,586 with 5,988,444 impressions, post engagement of 82,859 (cost per engagement: £0.45), 16,041 link clicks (cost per link click: £0.16) and had a demographic split of Male 57.6% / Female 40.7%*. Contributing to these figures was a dedicated Black Friday sales campaign where Rooster had a reach target of 275,000 and impressions target of 960,000 – our campaign smashed these targets achieving a reach of 880,831 with 1,151,915 impressions. Furthermore, the three digital display ad campaigns generated 3,244,361 impressions and 2,596 link clicks.
Crucially though our activity had a direct impact on online ticket sales. The New Year 2017 sale results were double that of the previous year’s campaign! Overall, web sales were up 47% YOY (Jan – May, 2016 – 2017).
*Note: demographic split sometimes doesn’t add up to 100% due to the fact some users don’t clarify their gender in their profiles.