Case Study - Singapore Airlines - SEM & Display

Objectives

Singapore Airlines France and bigmouthmedia started a partnership in March 2006. At the time, Singapore Airlines was using display advertising campaigns to promote their awareness in France.

Singapore Airlines’ goal was to boost internet sales and their contribution towards the total sales of the company. To achieve this, bigmouthmedia proposed a cross-channel strategy, synchronizing Singapore Airlines’ online strategy with current offline promotions, in order to make it the ‘top-of-mind’ airline company for the specific key targeted destinations.

The objectives of Singapore Airline were to:

• Increase brand visibility and awareness of the brand to AB+ categories
• Leverage synergies between Display Advertising and PPC campaigns on key routes
• Achieve significant ROI for the PPC and Display Advertising campaigns with a limited CPA

Our Solution - PPC

Bigmouthmedia’s suggested PPC strategy for Singapore Airlines included an in-depth competitor analysis, followed by a destination-focused strategy aimed at maximizing the available budget, as well as a careful coordination of online efforts with the airline’s active offline campaigns.

The key actions undertaken included:

• Competitor analysis: A thorough research enabled bigmouthmedia to have a clear understanding of the routes on which Singapore Airlines had a really unique selling proposal. This USP was to be communicated widely through advert copy and to become the foundations of an innovative bidding strategy based on day parting, constant keyword research, quality score analysis and automated CPA and ROI alerts.
• Upgraded structure: bigmouthmedia led the input of a full destination inventory (including misspellings on destinations and brand) into the PPC campaign. Each single route was given its own budget, specifc bid strategy and creative copy, with price points in each PPC advert. This campaign model was designed to enable a strategic overview of spending, and built-in flexibility to switch budgets from underperforming destinations to commercial priorities, maximizing the use of the available budget.
• Synergy leverage: bigmouthmedia ensured that the PPC campaign was in synergy with Singapore Airline’s offline promotion campaigns. The online campaign also profited from Singapore Airline’s PR campaign promoting the new business Class onboard of the Boeing 777-300, as well as the fact that Singapore Airlines became the first airline worldwide to fly the Airbus A380. The coordination of on- and off-line initiatives ensured that the airline stayed ahead of the game in comparison to its competitors.

Our Solution - Display

The display campaign led by bigmouthmedia focused on reaching the right target audience through the sites covered and a strategic alliance with partners in the travel industry, whilst continuously improving the display results as a result of careful data monitoring and ad adjustment.

The key actions undertaken included:

• Accurate targeting: The campaign targeted the AB+ demographic category in order to reach high visibility and increase brand awareness in that specific group. To do so, the campaign was launched in a number of sites aimed at said demographic, including niche sites, portal, premium news site and travel sites.
• Strategic partnerships: The campaign also included strategic partnerships with local tourism offices from the key destinations. The partnerships were driven in order to lower cost and develop awareness to the top audiences in the local tourism offices.
• Data analysis: The campaign data was carefully monitored to calculate CPC and click-through-rates for the different sites. As a result of the data analysis, adjustments were constantly made where necessary to exclude poor performance and further improve campaign results.