Multi-Channel Digital & Social Media Ecommerce Campaign 2.0
Following Rooster’s first digital project for China Southern Airlines (CSA), the agency was contracted in late September 2017 with the remit of developing a second multi-channel digital & social media campaign, again targeting the end consumer through digital & social media channels to drive traffic to www.flychinasouthern.co.uk, and generate online ticket sales.
Rooster developed and managed social media campaigns to engage key CSA audiences, designing, setting up, implementing and managing five Facebook ad campaigns and one digital display (programmatic) campaign. Additionally, Rooster:
- Managed the CSA Facebook, Instagram and Twitter profiles
- Created weekly editorial calendars, engaging with and responding to customer enquiries
- Designed social media channel image assets
Over the five month project, and although working with a reduced budget, the CSA Facebook campaigns generated a reach of 259,050 with 428,115 impressions, 4,271 link clicks (cost per link click: £0.32), 1,467 new page likes, and had a demographic split of Male 57% / Female 42%*. Furthermore, Rooster ran a digital display ad campaign which generated double the estimated impressions, achieving 2.8m (estimated: 1.4m) and more than twice as many estimated link clicks, achieving 1,821 (estimated: 700).
As with our first project for CSA, Rooster’s activity had a direct impact on online ticket sales. October 2017 sale results were 124% up on the previous year’s campaign! Overall, web sales were up 173% YOY (Sept – Jan, 2017 – 2018).
*Demographic split sometimes doesn’t add up to 100% due to the fact some users don’t clarify their gender in their profiles.