Iberia is Spain's leading airline, created with the aim of always being the best choice for booking vacations or business trips.
They offer a wide range of destinations in Europe, the Americas, Africa, the Middle East, and Asia. Their global network places special emphasis on connections between Europe and Latin America, where they are the leading airline and strive each day to maintain that leadership.
Marketing actions were designed for Spain, France, Brazil, and Germany, establishing phases for the progressive testing of all top routes and destinations across the widest range of micro-segments of the target audience that we could access.
In the first stage, "always on" campaigns were established, meaning they displayed generic and somewhat timeless messages, in line with the company's branding milestones.
The second stage of the campaign featured the so-called "real-time Ads," which showcased destinations with real-time specific prices, aligned with the offers the company was activating daily. We were pioneers in developing integration with the airline's pricing repository, enabling us to dynamically display information in sponsored tweets (images, destination copies, and prices). This competitive advantage allowed the target audience to access the most up-to-date offers through ads, also providing last-minute flight proposals worldwide.
The geolocated campaigns in Spain included a substantial number of domestic and European routes, gradually adding a greater variety of international destinations like New York, Mexico, Miami, or Santiago de Chile.
For each destination, different copies and images were tested in tweets, allowing us to quickly identify the most interactive ads. Additionally, over 1,000 segmentations were active across all live campaigns.
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