KLM - Embracing scale with one million ad variants

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Propelled forward by this campaign consisting of 1 million variants, KLM had the most fans of any airline in Europe within three months

Technology Education

Embracing scale with one
million ad variants

© 2012 TBG Digital

KLM wanted to recruit relevant
Facebook Fans at scale,
both quickly and economically

© 2012 TBG Digital

TBG Digital used its learnings from previous
travel 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 live
within 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 provided
Cost 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
Third
most fans
in the world
Of all tracked airline pages. Data supplied by Social Bakers on 6th January 2012

© 2012 TBG Digital
Case period: October 2011 to December 2011

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