• Situation

ANA is the airline of choice across Japan but their presence across Europe and US is not as heartfelt amongst the HNI business elite. ANA needed to reinforce their presence across these core markets where there is huge competition with other international airline carriers.

• Objective:

To raise the awareness and consideration of ANA’s five star services and extensive network and reach the affluent C-suite, predominantly middle aged males, business traveller audience with earnings of $100K+ per year based in the US and Europe.

• Brief:

ANA wanted us to create engaging content that would appeal and reach their target audiences and also leverage their association with Usain Bolt during a 6 week campaign period.

Throughout the 6-week campaign (13th July- 24th July) we extensively monitored our traffic delivery and audience quality across the CNN site each week (often times daily). We focused particularly on our promotional ad placements and optimized accordingly to ensure that all placements were served in the best performing parts of the site, whilst also closely monitoring the Krux and Quantcast data collection to help make decisions that would increase our traction with and engagement with the target audience.

Supporting this effort, we worked closely with Rubicon to ensure that we targeted the same audiences programmatically, off platform.

We implemented A/B promotional headline testing across our in feed native placement, social media and our content recommendation platforms. In total we created 48 different headline variations for the feature over the 6-week campaign. All these efforts ensured that optimized the user experiences and engagement with the target audience.