TUIfly.com achieves both reach and CPC goals during massive two-day webcover campaign.

Challenge

TUIfly.com knew its 2-for-1 promotion would be popular, but it wasn’t going to settle for just reach in a “spray and pray” model. They wanted a way to combine massive branding reach with efficient optimization, and Criteo’s Webcover technology was the answer.

Solution

Criteo’s Webcover product provided massive reach and intelligent predictive optimization during a single-day campaign. Higher CPCs enhanced volume while Criteo’s predictive engine targeted the most valuable users.

"The peak season in January and last-minute booking period in June and July are for travel like the Christmas season is for retail. We have our highest branding activity during this important booking period and as we optimize those campaigns based on defined KPI’s, we would definitely consider doing another Webcover with Criteo again next summer.”

Gretlies Ringe
Marketing Campaign Manager, TUIfly.com

Outcome

• Webcover balanced reach and CPC efficiency
• 1.9 million users viewed the promotion
• Frequency was capped at 3.5 banners per user
• CTR per exposed user: 0.37%
• Cost per user: 0.002€