using facebook pages to drive ticket sales
DESCRIPTION
Case study of Blue1, a Finnish airline, together with Virta Mediacommunity and Campalyst.TRANSCRIPT
USING FACEBOOK PAGES TO DRIVE TICKET SALES
CASE STUDY OCTOBER 2011
CLIENT: BLUE1 AIRLINE (FINNISH AIRLINE – PART OF SAS GROUP)
AGENCY: VIRTA MEDIACOMMUNITY
CAMPAIGN GOAL:
- DRIVING SPECIAL OFFER SALES
CHANNELS: • FACEBOOK PAGE • FACEBOOK ADS • DISPLAY ADS
TIMEFRAME: • AUG – SEP, 2011
RESULTS
REACHING THE FANS IS
THE BIGGEST CHALLENGE
ON FACEBOOK
14%
36% Average
daily reach of fans*
Maximum daily reach of fans
* % of page fans that have seen the updates in their news stream
CTRs FOR FACEBOOK UPDATES
ARE HIGHER THAN FOR
DISPLAY OR FACEBOOK ADS
0.45% Average Click Through Rate on links posted to Facebook Page
VISITORS FROM FACEBOOK
PAGES CONVERT MORE
OFTEN THAN VISITORS FROM
DISPLAY AND FACEBOOK ADS
Conversion rate for visitors from Facebook Pages exceed conversion rates for Facebook
Ads by more than 6 times
6.3x
Conversion rate for visitors from Facebook Pages exceed conversion rates for display
ads by 57%
57%
BRAND’S FANS SPEND MORE
COMPARED TO OTHER
CUSTOMERS
Average purchase by brand’s fan was 30% higher than a
purchase by any other customer
30%
BASED ON THE RESULTS, THE CLIENT IS CONSIDERING: - INCREASING BUDGET FOR
DEVELOPING FACEBOOK PAGE - DIVERTING FACEBOOK ADS TO
FAN PAGE INSTEAD OF THE WEBSITE - FURTHER ANALYSING THE PERFORMANCE OF
FACEBOOK PAGE COMPARED TO DISPLAY AND SEARCH ADVERTISING
KNOWING […NOT GUESSING…] REVENUE PER FAN GIVES CONFIDENCE TO INVEST
