KLM
KLM’s campaign successfully drove sales by building interested audience groups, kicking off with a Premiere Spotlight placement and flying people down the funnel to book their next flight
Goal
As the oldest operating airline worldwide, KLM has long been a leader in the world of travel. But they are also a leader in travel inspiration. For Real Deal Days 2024, a time when KLM offers travellers deals and inspiration for authentic travel experiences, the Benelux team wanted to help travellers find a new perspective on the world. They brought in Churandy Martina, a well-known Dutch athlete from Curaçao, to add a deeper level of authenticity to their message and show that travellers can really experience the essence of any destination with KLM.
Launched in January, timed with peak travel purchases, KLM's campaign targeted users across the Netherlands. The ads were carefully crafted, highlighting Martina’s homeplace, Curacao, as a dream destination - drawing viewers in before subtly nudging them towards booking their next adventure with KLM.
+5.9%
incremental lift in add to cart1
77%
improvement in checkout CPA YoY2
Strategy
One of the key tactics employed by KLM was the use of Pinterest's Premiere Spotlight. This takeover format helped them to maximise their visibility by securing prime ad placements on both the home feed and search page. Premiere Spotlight provided KLM with an exclusive opportunity to help drive awareness, by placing their message front and centre on Pinterest.
What made KLM's use of Premiere Spotlight truly innovative? Adapting it for lower-funnel performance. KLM was able to leverage Premiere Spotlight to help drive direct response actions like flight bookings and add to carts, via strategic retargeting tactics to maximise their campaign's impact.
By building an engagement audience from users who interacted with their campaign, KLM was able to retarget with follow-up campaigns aimed at driving conversions. This personalized approach ensured that KLM stayed top-of-mind for potential customers, increasing the likelihood of them choosing KLM when they were ready to book their trips. Through a mix of video and carousel ads, they showcased the allure of Curacao before smoothly transitioning to flight fares and promotions.
“
At KLM, we believe in capturing the essence of travel and delivering authentic experiences to our customers. Together with our creative and media partner, Dentsu, we created a campaign that connected with people who are making travel plans on Pinterest.”
Femke de Zeeuw
Director Marketing Communications & Brand Benelux, KLM
The campaign achieved a remarkable 5.9% incremental lift in Add to Cart actions, showing a significant surge in user engagement1. There was also an impressive 77% improvement in Checkout Cost per Acquisition (CPA) year over year, demonstrating the campaign's efficacy in helping to drive conversions2. The campaign also generated a +1.0 pt lift in action intent and a +1.2 pt lift in Pin awareness, showcasing the campaign's ability to enhance brand visibility and engagement3.
Tips for your next campaign
Try these Pinterest best practices to help get more out of your ads.
Strategically Time Your Campaigns: Start sales periods with Premiere Spotlight to generate buzz, then follow up with conversion campaigns aligned with peak sales periods.
Build a Comprehensive Funnel: Identify interested users, bring them into your funnel, and retarget effectively to guide them towards conversion.
Maximise the Potential of Premiere Spotlight: Leverage Premiere Spotlight beyond mass reach, using it to target lower funnel success and various campaign types.