on Facebook for dynamic ads
on Google Search Ads 360
needed to update creatives
Virgin Australia Group is a major Australian airline group headquartered in Brisbane, Australia. The company currently operates scheduled domestic and short-haul international flights, charter and cargo services, and the award-winning loyalty program Velocity Frequent Flyer. The Group has been a competitor in the Australian aviation landscape for more than 20 years and employs around 7,000 people. Virgin Australia has been awarded best cabin crew over several years, including in 2019. 2020 and 2021 (airlineratings.com).
With the customer at the heart of everything they do, the Virgin Australia team has built out a fully data-driven approach to marketing activation. And change being the only constant, flexibility is key, especially at a time where travel restrictions change almost daily. Efficiency, process automation, and control are just as critical.
To adapt to these changes, Virgin Australia is optimizing its network schedule at an unprecedented pace and with a range of options to provide its customers with choice and value. That’s why Virgin Australia’s marketing team implemented the Productsup P2C platform to support the business in a more automated and dynamic way.
Automation and centralization of data processing were inevitable for Virgin Australia to work more efficiently, improve their time to market, and have more control over their workflows. They rebuilt their dynamic creative optimization solution during the COVID-19 pandemic to allow for quick adaptation of their communication in response to constantly changing travel restrictions.
Getting the right messages out and adapting to ever-changing market conditions is an ongoing challenge. Even more so when you are striving for consistent messaging across channels.
Feed management has made a hugely positive impact at Virgin Australia, changing the way they do things in digital marketing. Every activity is based on data, and all marketing channels are being looked at in the same way.
The Productsup P2C platform was used to rebuild the dynamic creative optimization solution and delivers the main element of the information needed to build feed-based display banners, social media ads, and paid search ads. Product and price information, as well as promotional copy, can now be updated centrally instead of having to go through separate systems manually.
Design requirements can be very specific. Productsup’s Image Designer allows for quick changes of the 24 Facebook templates by using different overlays that can easily be altered on the spot without relying on any IT or agency support.
Productsup has been key in centralizing and structuring product data for Virgin Australia’s marketing team. It gives control over messages going out to a broad range of channels in an efficient and consistent way.
The Image Designer took the team on an impressive journey of improving their creatives. From basic images to pixel-perfect, relevant illustrations that considerably improve CTRs. For instance, on Facebook, a sale banner created with the Productsup Image Designer led to a CTR which more than doubled.
With Google’s Search Ads 360 performance saw a double-digit increase in CTR when using feed integrated price points.
Virgin Australia’s marketing team is now working on bringing more data into Productsup to leverage the capability across even more channels.
Feed-based and dynamic solutions have become key requirements for selecting new advertising platforms. By leveraging existing feeds, Virgin Australia can quickly activate a consistent set of offers and creatives across new and evolving marketing channels like native or video.
For Virgin Australia, Productsup proved to be more than a feed management solution; it’s what enables them to overcome commerce anarchy and thrive in the ever-changing travel landscape. The P2C platform enables them to go beyond optimizing processes and manage their product value information chains efficiently, transforming relationships with customers and partners.
“Productsup opens up a complete new world of opportunities for building custom solutions for any advertising channel. I can easily change or update images in one place and know it’s going to be changed everywhere, without having to rely on another department or agency.”