1. 1. THE SCIENCE BEHIND WIZZ AIR SOCIAL COMMERCE
2. 2. IMPULSE FOR CHANGE We help global brands to understand and unlock the transformative power of social and digital technologies. Our aim is to help you navigate the complex world of digital and apply it to your business for measurable im- pact.
3. 3. COMMUNICATION STRATEGY (DIGITAL/SOCIAL) RANGE OF OUR SERVICES
4. 4. COMMUNICATION STRATEGY (DIGITAL/SOCIAL) PERFORMANCE MARKETING RANGE OF OUR SERVICES
5. 5. COMMUNICATION STRATEGY (DIGITAL/SOCIAL) PERFORMANCE MARKETING MEDIA OPTIMIZATION RANGE OF OUR SERVICES
6. 6. COMMUNICATION STRATEGY (DIGITAL/SOCIAL) PERFORMANCE MARKETING MEDIA OPTIMIZATION ADVERTISING CREATIONS (ONLINE/OFFLINE) RANGE OF OUR SERVICES
7. 7. COMMUNICATION STRATEGY (DIGITAL/SOCIAL) PERFORMANCE MARKETING MEDIA OPTIMIZATION PHOTO & VIDEO PRODUCTION ADVERTISING CREATIONS (ONLINE/OFFLINE) RANGE OF OUR SERVICES
8. 8. COMMUNICATION STRATEGY (DIGITAL/SOCIAL) PERFORMANCE MARKETING MEDIA OPTIMIZATION PHOTO & VIDEO PRODUCTION ADVERTISING CREATIONS (ONLINE/OFFLINE) PRODUCT SEEDING AND BLOG ACTIONS RANGE OF OUR SERVICES
9. 9. OVER 500 ROUTES FROM 28 BASES WIZZ AIR IS THE LARGEST LOW COST AIRLINE OF CEE
10. 10. OVER 500 ROUTES FROM 28 BASES OVER 135 DESTINATIONS ACROSS 42 COUNTRIES WIZZ AIR IS THE LARGEST LOW COST AIRLINE OF CEE
11. 11. OVER 500 ROUTES FROM 28 BASES OVER 135 DESTINATIONS ACROSS 42 COUNTRIES PREFERRED CHOICE FOR 23 MILLION PASSENGERS WIZZ AIR IS THE LARGEST LOW COST AIRLINE OF CEE
12. 12. 2014 SUCCESS STORY
13. 13. 2016 SUCCESS STORY
14. 14. 2016 CAMPAIGN BUSINESS OBJECTIVE
15. 15. 2016 CAMPAIGN BUSINESS OBJECTIVE As a player in a highly competitive industry and a market leader in Central and Eastern Europe, Wizz Air wants to boost purchase conversions for the existing and new routes.
16. 16. reach the constantly growing target group of regular and potential customers CAMPAIGN TARGETS
17. 17. reach the constantly growing target group of regular and potential customers use the possibilities of specified Facebook target groups and ad placement to the maximum CAMPAIGN TARGETS
18. 18. reach the constantly growing target group of regular and potential customers use the possibilities of specified Facebook target groups and ad placement to the maximum increase the number of purchase conversions at fixed conversion cost CAMPAIGN TARGETS
19. 19. SALES CAMPAIGN CAMPAIGN
20. 20. SALES CAMPAIGN CAMPAIGN FEBRUARY AUGUST 2016
21. 21. SALES CAMPAIGN CAMPAIGN FEBRUARY AUGUST 2016 FACEBOOK
22. 22. SALES CAMPAIGN CAMPAIGN FEBRUARY AUGUST 2016 FACEBOOK REGULAR AND POTETIAL CUSTOMERS
23. 23. KEY SUCCESS FACTORS
24. 24. KEY SUCCESS FACTORS The success of WIZZ AIR social commerce campaign was based on the use of Facebooks maximum potential.
25. 25. KEY SUCCESS FACTORS TARGET GROUP
26. 26. KEY SUCCESS FACTORS The campaign was intended to target both regular and potential customers: TARGET GROUP
27. 27. KEY SUCCESS FACTORS The campaign was intended to target both regular and potential customers: TARGET GROUP Remarketing - people who had been searching for Wizz Air lately
28. 28. KEY SUCCESS FACTORS The campaign was intended to target both regular and potential customers: TARGET GROUP Remarketing - Custom Audience - people who had been searching for Wizz Air lately customer database (email database)
29. 29. KEY SUCCESS FACTORS The campaign was intended to target both regular and potential customers: TARGET GROUP Remarketing - Custom Audience - Lookalike Custom Audience - people who had been searching for Wizz Air lately customer database (email database) behavioral clones of people from email database
30. 30. KEY SUCCESS FACTORS The campaign was intended to target both regular and potential customers: TARGET GROUP Remarketing - Custom Audience - Lookalike Custom Audience - Lookalike from Thank You Page - people who had been searching for Wizz Air lately customer database (email database) behavioral clones of people from email database behavioral clones of people who had made a purchase
31. 31. KEY SUCCESS FACTORS The campaign was intended to target both regular and potential customers: TARGET GROUP Remarketing - Custom Audience - Lookalike Custom Audience - Lookalike from Thank You Page - In order to avoid duplicate ad exposure, our target groups were excluded from each other people who had been searching for Wizz Air lately customer database (email database) behavioral clones of people from email database behavioral clones of people who had made a purchase
32. 32. KEY SUCCESS FACTORS The campaign was intended to target both regular and potential customers: TARGET GROUP Remarketing - Custom Audience - Lookalike Custom Audience - Lookalike from Thank You Page - In order to avoid duplicate ad exposure, our target groups were excluded from each other Additionally, in each of our groups we excluded people who generated purchase conversions through our ads. people who had been searching for Wizz Air lately customer database (email database) behavioral clones of people from email database behavioral clones of people who had made a purchase
33. 33. PLACEMENTS KEY SUCCESS FACTORS
34. 34. During the campaign, we tested all Facebook ad placements. PLACEMENTS KEY SUCCESS FACTORS
35. 35. During the campaign, we tested all Facebook ad placements. PLACEMENTS In addition to the standard Mobile & Desktop News Feed and Right Column, we also tested Instagram and Audience Network. KEY SUCCESS FACTORS
36. 36. During the campaign, we tested all Facebook ad placements. PLACEMENTS In addition to the standard Mobile & Desktop News Feed and Right Column, we also tested Instagram and Audience Network. After analysing campaign results in terms of cost (clicks & conversions), only Instagram diverged from the average of all placements. KEY SUCCESS FACTORS
37. 37. FORMATS KEY SUCCESS FACTORS
38. 38. We tested the two best-selling and converting ad types: Page Post Link and Carousel. As a result of further tests we chose Carousels - the format proved to be the most ef- fective in terms of unit costs and generating sales conver- sions. FORMATS KEY SUCCESS FACTORS
39. 39. We tested the two best-selling and converting ad types: Page Post Link and Carousel. As a result of further tests we chose Carousels - the format proved to be the most ef- fective in terms of unit costs and generating sales conver- sions. FORMATS The carousel format allows the recipient to make a deci- sion, to choose a destination of interest before going to the site. After clicking on the ad, the user went to the site with his / her selected route. KEY SUCCESS FACTORS
40. 40. CUSTOM OPTIMIZATION KEY SUCCESS FACTORS
41. 41. To avoid overstated unit costs, the campaign was optimi- zed for click-throughs / daily reach. CUSTOM OPTIMIZATION KEY SUCCESS FACTORS
42. 42. To avoid overstated unit costs, the campaign was optimi- zed for click-throughs / daily reach. CUSTOM OPTIMIZATION This is a custom optimization - Facebook with ecommerce campaigns is strictly optimized for conversions. What does it mean: KEY SUCCESS FACTORS
43. 43. To avoid overstated unit costs, the campaign was optimi- zed for click-throughs / daily reach. CUSTOM OPTIMIZATION Optimize for conversion - This is a custom optimization - Facebook with ecommerce campaigns is strictly optimized for conversions. What does it mean: theoretically, Facebook is trying to target the audience that is most li- kely to convert. It is often the case that with this type of optimization, budget execution (daily expenses) falls sharply, which translates into negative results. KEY SUCCESS FACTORS
44. 44. To avoid overstated unit costs, the campaign was optimi- zed for click-throughs / daily reach. CUSTOM OPTIMIZATION Optimize for conversion - The alternate click-through / daily reach optimization - This is a custom optimization - Facebook with ecommerce campaigns is strictly optimized for conversions. What does it mean: theoretically, Facebook is trying to target the audience that is most li- kely to convert. It is often the case that with this type of optimization, budget execution (daily expenses) falls sharply, which translates into negative results. allowed us to keep a constant eye on CPC costs and reach a surprisin- gly high number of purchase conversions. KEY SUCCESS FACTORS
45. 45. FORMAT EXAMPLES
46. 46. FORMAT EXAMPLES DESKTOP NEWSFEED
47. 47. FORMAT EXAMPLES DESKTOP NEWSFEED MOBILE NEWSFEED
48. 48. FORMAT EXAMPLES DESKTOP NEWSFEED MOBILE NEWSFEED AUDIENCE NETWORK
49. 49. FORMAT EXAMPLES DESKTOP NEWSFEED MOBILE NEWSFEED AUDIENCE NETWORK INSTAGRAM
50. 50. DESKTOP NEWS FEED CAROUSEL AD
51. 51. DESKTOP NEWS FEED CAROUSEL AD CTR 1,26%
52. 52. MOBILE NEWS FEED CAROUSEL AD CTR 0,83%
53. 53. AUDIENCE NETWORK MOBILE APPS CTR 0,27%
54. 54. INSTAGRAM CAROUSEL AD CTR 0,15 %
55. 55. CAMPAIGN RESULTS
56. 56. KEY CAMPAIGN RESULTS
57. 57. KEY 48% of clicks on the link resulted in purchase conversion (which was tracked and measured via Facebook pixel implementation on Wizz Air website) CAMPAIGN RESULTS
58. 58. KEY 48% of clicks on the link resulted in purchase conversion (which was tracked and measured via Facebook pixel implementation on Wizz Air website) obtaining more than 347,000 purchase conversions in 6 months CAMPAIGN RESULTS
59. 59. KEY 48% of clicks on the link resulted in purchase conversion (which was tracked and measured via Facebook pixel implementation on Wizz Air website) obtaining more than 347,000 purchase conversions in 6 months using carousel format in order to advertise many destina- tions in one ad as well as increasing the conversion volume CAMPAIGN RESULTS
60. 60. KEY the final cost of purchase conversion amounted us 43% less vs previous campaigns CAMPAIGN RESULTS
61. 61. KEY the final cost of purchase conversion amounted us 43% less vs previous campaigns our campaign proves that the mobile is massive - 30% of purchase conversion came just from ads displayed on mobi- le devices CAMPAIGN RESULTS
62. 62. KEY the final cost of purchase conversion amounted us 43% less vs previous campaigns our campaign proves that the mobile is massive - 30% of purchase conversion came just from ads displayed on mobi- le devices 48% of all clicks on a link to go to the website ended up making a purchase CAMPAIGN RESULTS
63. 63. HARRY DROK, HEAD OF E-COMMERCE
64. 64. HARRY DROK, HEAD OF E-COMMERCE This has been yet another year when we have conducted a sales campaign on FB. After the last sales campaign success, we faced a new challenge how to reach in short time even bigger group of potential customers, while re- maining fixed conversion rates. Joining two optimization models in our sales campaign conversion and reach hel- ped us to get to our current and new customers that chose our airline and made purchase.
65. 65. WE GIVE YOU IMPULSE TO CHANGE
66. 66. WE GIVE YOU IMPULSE TO CHANGE DANIEL.BIEGAJ@FENO.PL PIOTR.CHOJNACKI@FENO.PL WWW.FENO.PL