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Aug 5, 2013

CASE STUDY: Jeju Air achieves 80% flight conversion rate using Facebook

PROMOTIONAL FEATURE: Compared to 20% international flight conversion rates driven by other online ads.

CASE STUDY: Jeju Air achieves 80% flight conversion rate using Facebook

Background

Established in 2005, Jeju Air is the leading low-cost airline in Northeast Asia. Jeju Air launched domestic flights in 2006 and is now a representative low-cost carrier in Korea that serves three domestic routes and more than 20 international routes. However, Jeju Air has struggled to shake off the image its brand name conveyed - an airline that only serves domestic destinations with a focus on Jeju Island. To overcome this misconception, Jeju Airline started a Facebook campaign with two goals, firstly, to communicate continuously with consumers that the airline also serves international routes and secondly, to utilize Facebook advertising to enhance the conversion rate for international flights.

Execution

As part of Jeju Air’s efforts, the airline steadily updated its Facebook page and positioned it as a channel where consumers could obtain information on discount tickets and overseas travel destinations that Jeju Air serves. Jeju Air also piqued the curiosity of target consumers by posting content that featured flight attendants as spokespersons and by carrying out regular ticket giveaway promotions and cultural events.

Jeju Air established a stable fan base by steadily running sponsored stories on Facebook. These sponsored stories centered on special fare deals or sales promotions. The advertising strategy simultaneously ran Page Like ads and Page Post ads on mobile to attract both PC and mobile users to enhance the effectiveness of advertising. To date, they have 144,027 fans.

Results

As a result of the Facebook campaign, Jeju Air saw an 80% conversion rate with increased positive outcomes for international flights from Facebook advertisements as opposed to a 20% conversion rate by other types of online advertisements.

“We were pleasantly surprised to see such an exceptionally high conversion rate for international flights when we ran ads on Facebook," said Ko KyoungPyo, Marketing Division. "We believe that the great, cost-efficient reach of Facebook significantly enhanced consumers’ awareness of Jeju Air’s international flights. As the number of Facebook mobile users increases, we intend to create greater business value by finding a way to encourage consumers to instantly go to Jeju Air application within the Facebook mobile page and purchase tickets there.” 

The airline continues to engage with its fans in a meaningful way to drive better business outcomes through regular and relevant content through a combination of both paid and organic posts.


 

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