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Air France wanted to increase ad effectiveness and engage the target market in a new way. When implementing the UGC into the paid Facebook ad campaigns, the airline saw a notable increase in the click-through rates, conversion rates, and cost effectiveness.
Objective
Enhance ad performance and connect with audiences.
Platforms
Strategies Used
User-generated content, A/B testing, Meta Advantage+
Results
4% higher average CTR, 1% higher average CVR, 3% lower average CPC, 9% lower average CPA.
Creating engaging and relatable ads to connect with target audience.
User-Generated Content
Leveraged UGC for ad creative.
A/B Testing
Compared UGC ads to branded stock image ads.
Meta Advantage+
Utilized platform’s automation features for efficient campaign management.
Incorporated UGC into advertising strategy to enhance campaign performance.
4% higher average CTR, 1% higher average CVR
3% lower average CPC, 9% lower average CPA.
The case of Air France effectively established the potential of the UGC technique to increase the effectiveness of advertisements. Thus, the inclusion of UGC in the Facebook campaigns of the airline resulted in positive shifts in the performance indicators and the interactions with the target audience. This case talks about the role of real content in growing connections and achieving business objectives.
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