MostHappening 11.11 – Malaysia Airlines
Single’s Day on November 11th started as a day for students in China to celebrate singledom. Today, 11.11 has become a global offline and online shopping day phenomenon.
This annual event kicks off midnight of 11 November and runs for 24 hours with steep discounts from many retailers and brands. We saw an opportunity for Malaysia Airlines to jump on the sales bandwagon, as it also coincided with the year-end holidays – the most popular time to travel.
We created the #MostHappening 11.11: The single best day to travel. Through precise identification of the audience segments by using Xact, ADA’s proprietry telco-powered Data Management Platform (DMP), we identified the mobile device IDs of international travellers mapped against AirAsia traveller personas.
From there, a digital marketing strategy was crafted, and we extrapolated three specific target audience groups i.e. “Solo Travelers”, “Travel with Friends”, and “Family” to drive campaign for brand awareness and increase sales of flight tickets
Armed with data and the ability to identify device IDs of international travellers, we gathered insights of travellers’ behaviours, interests, most popular destinations, and intent to travel.
With that, we developed specially curated digital and social media marketing campaigns to target each specific personas with footages of their dream destinations; highlighting fun activities for families, singles with friends, and solo travellers, enticing them with attractive discounts and telling them that they’re just a click away from their dream holiday.
With only two weeks from brief to launch, we developed a series of three video montages targeting the audience segments to drive exponential sales on 11.11.
The content ran on multiple digital channels – over 50 pieces of content flooded Facebook, YouTube, Google, and CRM channels, driving brand awareness and website traffic. We also crafted content for our partners’ sites – Firefly and Lazada – enticing audiences with places of interest and things to do without revealing the promoted destinations.
The campaign results were spectacular! The videos garnered a staggering 3.74 million views. We tracked over 69,000 website links, wherein 40,000 led to website sessions. 70% of website visitors were new.
We achieved over 2.5X ticket revenue vs a similar period, and 15X return on adspend, making it #MostHappening 11.11.