7/27/2019 Facebook Case Study Copa Airlines

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Facebook: Building Essential Connections

Copa Airlines sees an increase in sales and an ROI of50:1 from “Passport America”, a campaign on Facebookthat offered fans the chance to win tickets to all ofCopa’s destinations.

Goals

Through an engaging, highly social and innovative pan-regionalsweepstakes entitled “Passport America”, Copa ans were oeredthe chance to win two tickets to all o the then 59 destinations(today they have 64) served by the airline throughout theAmericas. Copa primarily sought to grow ticket sales throughCopa.com. However, at the same time, they aimed to grow their

community o travel acionados on Facebook and highlight theairline’s many destinations. Their specic goals were to:

• Build awareness o Copa’s recent expansion to numerous newdestinations

• Drive revenue rom ticket sales.

Approach

The “Passport America” program was brought to lie onCopa Airlines’ Facebook Page as well as Copa.com and wasconceptualized and developed in conjunction with Nobox, aFacebook Marketing API partner. It encouraged people to registeror the sweepstakes using their Facebook identity and, uponregistration, they were given a unique URL. Each participant

could win additional entries or the competition by successullyencouraging riends to sign up using the ormer’s URL. At the hearto the campaign was the insight that sharing an invitation to enter

the sweepstakes should be equally as valuable to those receivingthe invite as those sending it. Building on this concept ensuredvirality was a key characteristic o the campaign. Copa Airlinesully utilized Facebook by:

• Housing “Passport America” in a tab on their page and supportingit with a publishing strategy designed to generate awareness othe sweepstakes

• Harnessing the precision and scale o Marketplace Ads to driveregistrations or the sweepstakes

• Ads were also targeted to the riends o Copa Airline’s ans to

leverage the power o social context, i.e. ans’ names appearingin Copa’s ads

• Friends o ans who had already registered or the sweepstakeswere an additional target audience

• Sponsored stories amplied sweepstake registration stories tothe participants’ riends

• The Open Graph enabled people to easily register or thesweepstakes with their Facebook identity, through the application

on Copa’s Page as well as the desktop and mobile versions o theirwebsite

Copa Airlines Page

Passport America Program page

Copa Airlines , a member o Star Alliance, is Panama’s fag-

carrying airline and serves 64 destinations through North,

Central and South America and the Caribbean.

facebook.com/CopaAirlines

Case Study | ROI/

• “Passport America” integrated online and ofine, generatingawareness o the online campaign at Copa’s airport kiosks,in their in-fight magazine and other ofine advertisingplacements

Results

• 50:1 return on investment when both advertising and operation-al costs were considered

• Increase in ticket sales revenue, making “Passport America” theimost successul social campaign to date

• 2x growth year-over-year in trac to Copa.com during the timeo the promotion

• Over 250,000 registrations and 132,000 incremental ans acquired

“Passport America proves that we can leverage massiveengagement on Facebook to generate substantiallevels of ticket sales for Copa.” 

Diego Quesada , E-Business Director, Copa Airlines

“The success of Passport America should inspire othersto leverage the Facebook platform to drive sales inways that also generate positive engagement andexpand reach.”  

Carlos Garcia , CEO, Nobox

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