Social media case study: Copa Airlines uses Facebook page to increase brand engagement and sales

01/07/2012

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Copa Airlines with a social marketing campaign 'Passport America' to grows its' Facebook fan base, generates and awareness and increase ticket sales on its website. The campaign resulted in 59% conversion and ROI expanded to 50 times. A total of 279,000 users registered for the promotion and 1.3 million invitations were sent out. This Facebook-centric campaign featured the prize draw of a lifetime: a Grand Prize consisting of round trip airfare for the winner and a guest to each of Copa's 59 destinations. To enter, people registered through Facebook Connect and to keep people engaged and the momentum going additional chances to win were integrated at different levels, including their social muscle could help them win.



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Brand: Copa Airlines |Sector: Travel | Format: Facebook Apps, Facebook Platform, Marketplace Ads, Facebook Pages| Agency: Nobox, Miami | Language: English (US), Portugese (Brazil), Spanish

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The campaign used Facebook Marketplace Ads, e-blasts and traditional media, including print and out-of-home ads, spread Passport America far and wide. QR codes on Copa planes were even used to engage Copa flyers in airports and onboard to connect them to the mobile site. At the end of the campaign, the results positioned Copa as one of the three most influential airlines on social media by Klout.

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