The Objective
Volaris, a leading ultra-low-cost airline in Mexico and Latin America, is renowned for its commitment to providing affordable and accessible air travel. In 2024, facing a dynamic and competitive travel market, Volaris sought to enhance its marketing effectiveness and maximize return on investment through data-driven strategies.
In 2024, Volaris faced a dynamic and competitive travel market, prompting them to seek innovative solutions to enhance their marketing effectiveness. Their primary objective was to achieve ambitious growth targets by maximizing return on investment through data-driven strategies.
To accomplish this, they prioritized expanding their marketing reach across various channels and establishing a full-funnel, cross-device presence to engage customers at every stage of their journey. With their anniversary approaching in March, Volaris also aimed to increase brand awareness and maximize conversions, particularly during Q1 2024.
The Strategy
To achieve these objectives, Volaris partnered with Aleph and Microsoft Advertising to implement a comprehensive digital marketing strategy:
Full-funnel product adoption: Volaris diversified its advertising approach by increasing investment in both Search and AI-powered Performance Max campaigns.
Connected TV (CTV) and Online Video Pioneer: Volaris became the first company in Latin America to leverage the innovative capabilities of CTV and Online Video ads through Microsoft Advertising, expanding its reach and brand impact.
The Results
The collaboration between Volaris, Aleph, and Microsoft Advertising yielded exceptional results:
89X ROAS: Performance Max campaigns delivered an outstanding return on ad spend, demonstrating the effectiveness of AI-powered optimization.
37,000 Conversions: Performance Max campaigns drove a significant volume of conversions, contributing to Volaris's business goals.
34% of Q1 2024 Revenue came from Performance Max: This solution played a crucial role in driving revenue, demonstrating its impact on Volaris's bottom line.
220 Million Impressions on Performance Max: The campaigns achieved substantial reach, effectively increasing brand visibility and awareness.
6.8 Million Impressions on CTV and Online Video Ads: Volaris successfully leveraged the emerging potential of CTV and Online Video to engage audiences on new platforms.