British Airways and Bigmouthmedia have unveiled a highly new Pay Per Click (PPC) campaign in collaboration with Outbrain, designed to drive awareness of the recently launched British Airways mobile app.
The six week campaign targeted business travelers and tech savvy consumers to successfully deliver a high number of targeted impressions and clicks.
The campaign used Outbrain’s content syndication and recommendations to contextually place a series of relevant articles and video reviews on targeted third party websites. Overall, this was a key component in helping British Airways achieve its campaign targets ahead of schedule.
To date, there have been over a quarter of a million downloads of the BA app and over 30,000 BA mobile boarding passes used.
“We’re delighted with the results this campaign generated. Devising this innovative PPC campaign focusing on its use in conjunction with relevant content may have been relatively unproven at the start, but the overall results spoke for themselves” said Pamela Reichhartinger, Head of PPC at bigmouthmedia.
Working with British Airways marketing team, Bigmouthmedia collaborated with Outbrain to place BA.com/apps and third party content as recommended reading on the bottom of articles on blog posts and online newspaper articles such as the Daily Telegraph.
The campaign was particularly successful on travel, technology and business sites such as CNN, USA Today and Boston.com, where large parts of the business and tech savvy audience proved most receptive to reading about the new apps.
A spokesman for British Airways added: “We are always seeking new ways to engage our customers. By working with Bigmouthmedia we were able to devise an innovative PPC campaign, which delivered significant traffic and ultimately downloads of the BA app.”
www.bigmouthmedia.com