Edwin Dearborn

5 years ago · 1 min. reading time · 0 ·

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How Hawaiian Air Increased Their Flight Bookings by 185% With Google & YouTube Ads

How Hawaiian Air Increased Their Flight Bookings by 185% With Google & YouTube Ads

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Since the dawn of the digital advertising era, marketers have used video advertising for upper-funnel brand awareness and search advertising for lower-funnel direct response. But it does make you wonder: If a brand wanted to use the power of video’s sight, sound, and motion to drive consumers to take an action, would it work?

A recent marketing push from Hawaiian Airlines provides a resounding “yes.” At the start of 2018, the airline and its agency, Cole & Weber, ran a campaign in partnership with Mediacom that turned the typical use cases of video and search advertising upside down.

Google Search ads helped get the airline’s name in front of people and follow-up YouTube video ads drove them to make incremental purchases.

The results speak volumes.

Thanks to the month-long campaign, Hawaiian Airlines increased flight bookings by 185%, while reducing cost per acquisition by 69% compared to other campaigns run concurrently.

How They Did It

In preparation for the busy summer travel period, the airline wanted to follow up with people in Los Angeles and the Northern California Bay Area who were considering visits to Hawaii. While in the past it has always relied on search ads to push customers to book flights, this time the airline took a cross-channel approach.

It used search ads as the first point in a conversation with the aspiring traveler, aiming to build awareness, and then followed up with a video push.

To do that, the marketing team set up a typical search campaign, focusing on branded keywords like “Hawaiian Airlines” and non-branded keywords like “Flight to Hawaii.” Then it created a set of 15-second and 30-second video ads using the company’s market-specific brand creative and YouTube’s direct-response format, TrueView for action.

Best, Edwin Dearborn

P.S. Let me help your brand leverage the power of a multi-channel advertising campaign.

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#Hawaiian Airlines #YouTube #Google #Flight Bookings #YouTube Ads
Comments

Edwin Dearborn

5 years ago #1

You bet.

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