Individual Case Study
#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 on the midnight of 11 Nov 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 #MostHappening11.11 : the single best day to travel.Through precise identification of the audience segments by using Xact, telco-powered DMP, we identified the mobile device IDs of international travellers mapped against AirAsia traveller personas. From there, we extrapolated 3 specific target audience groups i.e “Solo Travelers”, “Travel with Friends” and “Family” to drive campaign awareness and sales of ticket.
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 pieces 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 2 weeks from brief to launch, we developed a series of 3 video montages targeting the audience segments to drive exponential sales on 11.11. These contents ran on multiple digital channels. Over 50 pieces of content flooded Facebook, YouTube, Google and CRM channels, driving awareness and traffic to the brand website. 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 adspends, making it #MostHappening 11.11.