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. COMMUNICATION STRATEGY (DIGITAL/SOCIAL) RANGE OF OUR
SERVICES
4. COMMUNICATION STRATEGY (DIGITAL/SOCIAL) PERFORMANCE
MARKETING RANGE OF OUR SERVICES
5. COMMUNICATION STRATEGY (DIGITAL/SOCIAL) PERFORMANCE
MARKETING MEDIA OPTIMIZATION RANGE OF OUR SERVICES
6. COMMUNICATION STRATEGY (DIGITAL/SOCIAL) PERFORMANCE
MARKETING MEDIA OPTIMIZATION ADVERTISING CREATIONS (ONLINE/OFFLINE)
RANGE OF OUR SERVICES
7. COMMUNICATION STRATEGY (DIGITAL/SOCIAL) PERFORMANCE
MARKETING MEDIA OPTIMIZATION PHOTO & VIDEO PRODUCTION
ADVERTISING CREATIONS (ONLINE/OFFLINE) RANGE OF OUR SERVICES
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. OVER 500 ROUTES FROM 28 BASES WIZZ AIR IS THE LARGEST LOW
COST AIRLINE OF CEE
10. OVER 500 ROUTES FROM 28 BASES OVER 135 DESTINATIONS ACROSS
42 COUNTRIES WIZZ AIR IS THE LARGEST LOW COST AIRLINE OF CEE
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. 2014 SUCCESS STORY
13. 2016 SUCCESS STORY
14. 2016 CAMPAIGN BUSINESS OBJECTIVE
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. reach the constantly growing target group of regular and
potential customers CAMPAIGN TARGETS
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. 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. SALES CAMPAIGN CAMPAIGN
20. SALES CAMPAIGN CAMPAIGN FEBRUARY AUGUST 2016
21. SALES CAMPAIGN CAMPAIGN FEBRUARY AUGUST 2016 FACEBOOK
22. SALES CAMPAIGN CAMPAIGN FEBRUARY AUGUST 2016 FACEBOOK
REGULAR AND POTETIAL CUSTOMERS
23. KEY SUCCESS FACTORS
24. KEY SUCCESS FACTORS The success of WIZZ AIR social commerce
campaign was based on the use of Facebooks maximum potential.
25. KEY SUCCESS FACTORS TARGET GROUP
26. KEY SUCCESS FACTORS The campaign was intended to target
both regular and potential customers: TARGET GROUP
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. 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. 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. 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. 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. 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. PLACEMENTS KEY SUCCESS FACTORS
34. During the campaign, we tested all Facebook ad placements.
PLACEMENTS KEY SUCCESS FACTORS
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. 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. FORMATS KEY SUCCESS FACTORS
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. 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. CUSTOM OPTIMIZATION KEY SUCCESS FACTORS
41. To avoid overstated unit costs, the campaign was optimi-
zed for click-throughs / daily reach. CUSTOM OPTIMIZATION KEY
SUCCESS FACTORS
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. 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. 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. FORMAT EXAMPLES
46. FORMAT EXAMPLES DESKTOP NEWSFEED
47. FORMAT EXAMPLES DESKTOP NEWSFEED MOBILE NEWSFEED
48. FORMAT EXAMPLES DESKTOP NEWSFEED MOBILE NEWSFEED AUDIENCE
NETWORK
49. FORMAT EXAMPLES DESKTOP NEWSFEED MOBILE NEWSFEED AUDIENCE
NETWORK INSTAGRAM
50. DESKTOP NEWS FEED CAROUSEL AD
51. DESKTOP NEWS FEED CAROUSEL AD CTR 1,26%
52. MOBILE NEWS FEED CAROUSEL AD CTR 0,83%
53. AUDIENCE NETWORK MOBILE APPS CTR 0,27%
54. INSTAGRAM CAROUSEL AD CTR 0,15 %
55. CAMPAIGN RESULTS
56. KEY CAMPAIGN RESULTS
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. 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. 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. KEY the final cost of purchase conversion amounted us 43%
less vs previous campaigns CAMPAIGN RESULTS
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. 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. HARRY DROK, HEAD OF E-COMMERCE
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.