CASE STUDY | Renowned Airline

Airline shifts post-pandemic marketing strategy to prioritize customer loyalty & bookings

2022 was the year consumers felt more comfortable traveling. For the first time since the pandemic began, airlines were becoming profitable again. However, increased travel demand coupled with operational difficulties caused airlines to shift priorities. Although travelers felt financially secure, they still cared about rewards and were likely to be enrolled in multiple airlines’ loyalty programs (as opposed to just one).

4%

Drove a Completion Rate 4% above the benchmark

5.5x

Saw an Interaction Rate 5.5x above the benchmark

36%

Attention quality was 36% above the benchmark

Industry

Travel

Challenges

Awareness, loyalty program and credit card sign ups

Wunderkind Products

WunderKIND Ads High Impact Creatives

Great stuff, the clients are so impressed with the ad engagement metrics, but also clicks to site.”

Associate Director of Programmatic

Challenge

For this airline, while revenue was the ultimate goal, they wanted to focus on driving awareness and sign-ups for its loyalty program and credit cards. This campaign aimed to target two different groups of traveller types – business/luxury and leisure.

Solution

The airline leveraged Wunderkind’s expandable units, which deploy as high-impact ads and then expand, taking over a user’s device screen. The Wunderkind units showcased the value of signing up for a members card (such as upgrades, ComfortPlus, and food & beverage rewards) and were strategically designed to drive awareness and consideration among leisure travelers. For the targeting strategy, the media team applied scalable data to target ages 25-54, $75K+ HHI, who have taken a trip in the last 12 months, along with business and leisure travelers. The creative strategy involved Wunderkind’s design studio creating two sets of creative assets to draw consideration from two different mindsets of travelers (business/luxury and leisure). Wunderkind created videos with branded skin and expandables which displayed imagery for both types.

Results

On top of the strong Completion Rate, Interaction Rate and Attention quality, which were all above benchmarks, this campaign also drove a CTR that was 2.4x above benchmark.