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KLM - Embracing scale with one million ad variants
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Transcript of KLM - Embracing scale with one million ad variants
© 2012 TBG Digital
Embracing scale with one million ad variants
© 2012 TBG Digital
What’s the story?
© 2012 TBG Digital
KLM wanted to recruit relevantFacebook Fans at scale,
both quickly and economically
© 2012 TBG Digital
What did we do?
© 2012 TBG Digital
TBG Digital used its learnings from previoustravel campaigns to build creative that would
deliver high Click Through Rates
The campaign consisted of one million ad variants which included 10 countries, 10 languages
and 50 different keyword groups
The KLM international campaign was livewithin 48 hours of initial sign off
© 2012 TBG Digital
What were the results?
© 2012 TBG Digital
Testing included English text in non-native English-speaking countries versus native
language text. Native text providedCost per Fan savings of up to 30%
The KLM page averaged 20,000 new likes weekly throughout
the campaign
© 2012 TBG Digital
Most fans in Europe
most fansin the world
Of all tracked airline pages. Data supplied by Social Bakers on 6th January 2012
Case period: October 2011 to December 2011
Third