Travel & tourism
Travel & tourism
Case study
Case study
Airline realised an ROI of 150% in 30 Days
Airline realised an ROI of 150% in 30 Days
220%
Return on investment (ROI)
31%
Increased click-through rate (CTR)
2%
Reduction in unsubscribes
This case study examines how a major airline leveraged Playable's video engagement service to address declining engagement and conversion rates from social platform-acquired customers, who were experiencing boredom with static email campaigns. The airline aimed to grow sales and customer lifetime value by delivering persuasive, engaging videos.
This case study examines how a major airline leveraged Playable's video engagement service to address declining engagement and conversion rates from social platform-acquired customers, who were experiencing boredom with static email campaigns. The airline aimed to grow sales and customer lifetime value by delivering persuasive, engaging videos.
Challenge
The primary challenge for the airline was the declining effectiveness of static email campaigns, leading to reduced engagement and conversion rates among customers acquired through social media. Their marketing team needed a solution that could cut through the digital noise, effectively connect with their audience, and be easy to implement without requiring extensive technical resources. Sending video marketing messages across diverse channels also presented significant technical hurdles, including ensuring platform compatibility for various devices and operating systems, and adapting content while maintaining brand consistency.
The primary challenge for the airline was the declining effectiveness of static email campaigns, leading to reduced engagement and conversion rates among customers acquired through social media. Their marketing team needed a solution that could cut through the digital noise, effectively connect with their audience, and be easy to implement without requiring extensive technical resources. Sending video marketing messages across diverse channels also presented significant technical hurdles, including ensuring platform compatibility for various devices and operating systems, and adapting content while maintaining brand consistency.
Capabilities
The airline needed a solution that could seamlessly play video across any channel and on any end-user device, with added high-touch engagement and in-app push notifications. Key capabilities required included:
Easy-to-use and self-optimizing service: To allow the marketing team to launch campaigns quickly.
Broad compatibility: To deliver video effectively regardless of device limitations, outdated operating systems, or slow network speeds.
Personalization: To create an optimized customer experience and reduce abandonment rates.
Behavioral analytics and dynamic segmentation: To continuously improve message effectiveness and conversion rates.
Automated video formatting and testing: To avoid significant manual effort and time investment in preparing videos for multiple platforms.
The airline needed a solution that could seamlessly play video across any channel and on any end-user device, with added high-touch engagement and in-app push notifications. Key capabilities required included:
Easy-to-use and self-optimizing service: To allow the marketing team to launch campaigns quickly.
Broad compatibility: To deliver video effectively regardless of device limitations, outdated operating systems, or slow network speeds.
Personalization: To create an optimized customer experience and reduce abandonment rates.
Behavioral analytics and dynamic segmentation: To continuously improve message effectiveness and conversion rates.
Automated video formatting and testing: To avoid significant manual effort and time investment in preparing videos for multiple platforms.
Design
The airline implemented Playable's easy three-step process to launch customer experience campaigns. Playable’s patented process optimizes videos for individual users, ensuring instant load times and no buffering.
The airline implemented Playable's easy three-step process to launch customer experience campaigns. Playable’s patented process optimizes videos for individual users, ensuring instant load times and no buffering.
Solution
Key aspects of the solution included:
Auto-play video in emails: Achieving a 98% success rate in email clients to enhance customer engagement and value proposition understanding.
Personalized and seamless booking process: Aimed at reducing abandonment rates.
Behavioral analytics and dynamic segmentation: Continuously applied to improve message effectiveness and conversion rates.
Automated video formatting and testing: Playable's service handled the complexities of cross-platform video delivery, eliminating the need for manual preparation and testing for different devices and channels (email, push notifications, in-app messages, social media).
Customized text, interactive elements, and end-card images: To drive engagement and reinforce calls to action.
Captions: Displayed at the right time to persuade the audience to continue watching and take action.
"We avoided 6,000 man-hours of cross-platform video formatting and testing."
Key aspects of the solution included:
Auto-play video in emails: Achieving a 98% success rate in email clients to enhance customer engagement and value proposition understanding.
Personalized and seamless booking process: Aimed at reducing abandonment rates.
Behavioral analytics and dynamic segmentation: Continuously applied to improve message effectiveness and conversion rates.
Automated video formatting and testing: Playable's service handled the complexities of cross-platform video delivery, eliminating the need for manual preparation and testing for different devices and channels (email, push notifications, in-app messages, social media).
Customized text, interactive elements, and end-card images: To drive engagement and reinforce calls to action.
Captions: Displayed at the right time to persuade the audience to continue watching and take action.
"We avoided 6,000 man-hours of cross-platform video formatting and testing."
We committed to a one-year rollout after generating incremental ROI while decreasing the number of unsubscribed customers.
We committed to a one-year rollout after generating incremental ROI while decreasing the number of unsubscribed customers.
We committed to a one-year rollout after generating incremental ROI while decreasing the number of unsubscribed customers.
Impact
Click-Through Rate: Increased by 31%.
Sales Conversion: Improved by 23%.
Reduced Unsubscribes: Decreased by 2%.
220% Return on Investment.
Click-Through Rate: Increased by 31%.
Sales Conversion: Improved by 23%.
Reduced Unsubscribes: Decreased by 2%.
220% Return on Investment.