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© 2012 TBG Digital Embracing scale with one million ad variants

KLM - Embracing scale with one million ad variants

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Propelled forward by this campaign consisting of 1 million variants, KLM had the most fans of any airline in Europe within three months

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Page 1: KLM - Embracing scale with one million ad variants

© 2012 TBG Digital

Embracing scale with one million ad variants

Page 2: KLM - Embracing scale with one million ad variants

© 2012 TBG Digital

What’s the story?

Page 3: KLM - Embracing scale with one million ad variants

© 2012 TBG Digital

KLM wanted to recruit relevantFacebook Fans at scale,

both quickly and economically

Page 4: KLM - Embracing scale with one million ad variants

© 2012 TBG Digital

What did we do?

Page 5: KLM - Embracing scale with one million ad variants

© 2012 TBG Digital

TBG Digital used its learnings from previoustravel campaigns to build creative that would

deliver high Click Through Rates

The campaign consisted of one million ad variants which included 10 countries, 10 languages

and 50 different keyword groups

The KLM international campaign was livewithin 48 hours of initial sign off

Page 6: KLM - Embracing scale with one million ad variants

© 2012 TBG Digital

What were the results?

Page 7: KLM - Embracing scale with one million ad variants

© 2012 TBG Digital

Testing included English text in non-native English-speaking countries versus native

language text. Native text providedCost per Fan savings of up to 30%

The KLM page averaged 20,000 new likes weekly throughout

the campaign

Page 8: KLM - Embracing scale with one million ad variants

© 2012 TBG Digital

Most fans in Europe

most fansin the world

Of all tracked airline pages. Data supplied by Social Bakers on 6th January 2012

Case period: October 2011 to December 2011

Third