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How Azul Airlines Increased Its CTR by More Than 300%

Brazilian airlines Azul drives awareness of its loyalty program with programmatic advertising

This article was originally published by Caio Colagrande on E-Commerce Brasil.

Be relevant. Appear at the right time for each potential customer. Achieve the highest number of clicks at the least possible cost. In theory, the tips to put on a marketing campaign are enticing. In practice, however, those working with e-commerce face a very different scenario. How do you succeed in the digital world? The recent case of the Azul Airlines sheds light to those who need inspiration.

In April, the company ran a virtual campaign to boost its loyalty program, TudoAzul. The results are impressive: the number of clicks increased by 358%, while cost decreased by 77%.

The primary goal was to promote the program to new and existing customers, with the goal of attracting more traffic and increasing post-view conversions on the site. “Building brand loyalty in the airline industry is a challenge,” said Moritz Wolff, media director of Sociomantic Labs Latin America, the company responsible for executing the campaign. “It’s a competitive sector and many consumers place a high priority on cost.” To this end, Sociomantic developed a campaign that increased site traffic and directed more consumers to the TudoAzul website. They then ran a retargeting campaign for the loyalty program which targeted qualified consumers with a high propensity to convert.

Sociomantic’s real-time bidder analyzed user profiles in real time to inform Azul about which individuals were most likely to convert and where they could be found on the web. The technology offered the right price for each display banner impression to deliver the banner to the right person, “at the right time.”

“When we use the phrase, “reaching the right person at the right time,” we are referring to when a customer is most likely to show interest and engagement based on their previous shopping habits and online behavior,” explains Wolff. ” Of course, this varies greatly from person to person, which is where the beauty of real-time bidding shines through.” According to him, real-time bidding allows advertisers to bid for ad placement based off the perceived value of each impression. All of this happens while the site page is being loaded, that is, in a matter of milliseconds.

Robust Infrastructure

But it’s no use having so much data in hand if you do not know how to use it. “Naturally, we have a well-structured CRM, where data is aligned with flight information and analytics, and transformed into clusters, which we ‘attack’ at different times,” said Fábio Marão, Azul’s manager of interactive marketing and e-commerce.

And it’s not just the conversions from TudoAzul that the company’s CRM absorbs, but also the sale of airline tickets, travel packages and cargo transportation. “We have the vision of having everything in one place, both the database and the source of visits. We monitor the results in real time and, if necessary, pause campaigns and even activate new ones, “he said.

In Marão’s assessment, the audience generated by the April campaign can be compared to the demand generated by search engines, such as Google. “Having a new client can cost a few dollars, and letting it go without having at least one of the conversions [expected by Azul] is a considerable frustration,” said the manager. From what the numbers show, this was not the case this time around.