Digital Campaign Examples

 

#ExportYourself for Cheapflights.ca

Campaign overview:

#ExportYourself was designed to drive brand and product awareness, engagement and intent. Via a partnership with McCann London, we capitalized on the 2016 political climate and the idea that Canadians are universally known as nice, kind people and encouraged them to “export themselves” to help save the world. To achieve this message, we created a series of three videos in which our hero told fellow Canadians it’s their patriotic duty to travel more and spread their awesomeness around the world. 

We chose an all-digital approach for easy delivery and straightforward measurement capabilities, looking to Facebook’s reach and frequency tool for cutting-edge content delivery. Reach and frequency allowed us to buy media space up front and deliver content in a sequence at a set frequency. Running the core portion of the campaign on Facebook also offered us brand loyalty development opportunities through direct engagement in 1-to-1 conversations, better establishing and propagating our unique Cheapflights tone of voice. The campaign was covered on strategyonline.ca, a Canadian marketing publication.

Results:

  • 6+ million Canadians reached

  • 75% uplift in monthly traffic year-over-year

  • 2+ million social media engagements

  • 50,000 newsletter leads

  • 8+-point lift in ad recall, brand awareness and intent across Facebook’s brand lift study

  • Awards:

    • Winner, Best Use of Content Marketing, Travolution Awards

    • Winner, Best Social Media Content, Canadian Online Publishing Awards

    • Finalist, Best Use of Facebook in Content Marketing, Content Marketing Awards

    • Outstanding Online Video, Internet Advertising Competition

 
 
 

Catflights filter for Cheapflights.com

Campaign overview:
To use April Fool's Day as a means of drawing attention to our brand and core flight search product, we ran a scrappy one-day content campaign. The campaign, which was fully developed and executed in-house, centered around a joke that we had developed a filter to allow users to search for flights that would have cats on board. With a landing page, video and plenty of cat puns, we worked closely with our wider marketing team to successfully drive a spike in brand awareness and engagement across PR, SEO and social media.

Results:

  • 30 million media impressions

  • 40 media placements including mentions in MSN and the Washington Post as well as several high-quality backlinks

  • 265,000 video views

  • 5,400 social media engagements