CASE STUDY: Lufthansa bring new users to the brand
Provided by Specific Media
Specific Media successfully launch the new Lufthansa campaign using online behavioural targeting.
What was the Challenge / Background of the Campaign?
Lufthansa approached Specific Media to successfully launch their new campaign. Online advertising is a key tool in the travel industry with over 20 million people surfing the web each month in search for travel opportunities.
Specific Media reaches 84.9% of all travel internet users. Specific Media set out to fulfil the campaign requirements by demonstrating the power of the behavioural targeting model in driving efficiency in a tough economic environment.
What was the Campaign Objective?
- Ensure a high quality environment in which to display adverts - Bring new users into the Lufthansa brand - High ROI - Deliver sales against a very strict CPA goals.
What was the Solution?
Lufthansa were unable to implement pixels on their website, providing Specific Media with a challenge of achieving their CPA goal with no direct measurement ability. To achieve this Specific Media looked at comparative airline campaigns that had run in the past and compared standard 'Run of network' performance for the airline/ travel sector against performance delivered against adverts that had been served to users who had shown a variety of relevant travel behaviours.
What were the Results?
The final results provided by Mindshare showed that Specific Media had achieved a final cost per action (CPA) goal a full 37.6% below the target. Users who had visited highly relevant airline and destination specific websites within the last 30 days: 40.6% under target CPA. Users who had read highly relevant page content within the last 30 days: 38.5% under target CPA. Users who had displayed an interest in travel products within the last 30 days: 34.8% under target CPA.
What were the Key Learnings of this Campaign?
"Specific Media have really proven to us the difference that behavioural
targeting can make. Our activity has shown that targeting the user
according to their point in the user journey significantly outperforms
environment centric approaches." Malcolm Murdoch, Account Director Mindshare