Expedia Client: Agency: Expedia reached more than 1.1 million Facebook fans through a sweepstakes campaign that in- creased its fan base by 750 percent over six weeks. facebook.com/expedia Company background Goals Expedia is the world’s largest online travel Expedia wanted to kickstart its presence on Facebook. The company company, serving millions of travelers felt that to harness the power of social networks and word-of-mouth every year. Expedia operates localized marketing, it ﬁrst needed a critical mass of fans for the Expedia websites for seven markets, including the Facebook page. The company’s goal was to quickly and efﬁciently U.S., Canada and the U.K. build a large base of excited, engaged brand advocates and to create additional value for Expedia’s partner suppliers. Challenge Build a large fan base quickly and efﬁciently Approach Expedia worked with Context Optional and Efﬁcient Frontier to build Solution a Facebook campaign that would accelerate growth of the company’s An interactive, social sweepstakes promot- fan base and to engage users. The core of the campaign was an inter- ed through Premium and Marketplace Ads active sweepstakes called “FriendTrips.” and Sponsored Stories To enter the contest to win vacation packages, people had to “pilot” Results 750 percent fan base increase in six a virtual plane and ﬁll it with ﬁve friends. Once their friends accepted weeks, for a total of more than the invitation, they were then encouraged to create their own virtual 1.1 million fans. ﬂights, so the experience was inherently social and encouraged viral More than 400 percent reduction in spread. Expedia also gave away daily prizes to keep people engaged Expedia’s cost-per-fan over the course and returning to the page throughout the campaign. of the campaign. FriendTrips was promoted through a multi-channel marketing cam- paign, which included print advertising, email marketing to Expedia’s subscribers and a Facebook Ads campaign. Expedia used a combina- tion of Premium Ads, Marketplace Ads and Sponsored Stories. The Premium and Marketplace Ads used social context to capitalize on people’s interest in their friends’ activities and recommendations. Expedia continually optimized the ads’ performance by evaluat- ing the ads’ audience, targeting insights, creative and bidding. For example, highly engaged audience segments were targeted with “The power of social inﬂuence is clear in the inverse relationship between total fans and cost-per-fan in the Expedia campaign.” Justin Merickel, VP of Marketing and New Product Development at Efﬁcient Frontier relevant and speciﬁc creative content that would help 750 percent fan base increase in six weeks, for a continue the momentum. The team also used imagery and total of more than 1.1 million fans. Expedia can now language connected to current public events, such as The reach nearly 177 million friends of those fans through Royal Wedding, to attract users. Friends of Connections Targeting. Expedia was mentioned on peoples’ Facebook walls 15 Sponsored Stories, which increase the visibility of people’s to 30 times more than prior to the FriendTrips campaign. interactions with brands by featuring them on the right column of Facebook pages, were used as the fan base More than 400 percent reduction in Expedia’s cost-per- grew. Whenever people played FriendTrips, an App Used fan over the course of the campaign. Sponsored Story was created and featured in their friends’ “As the total quantity of acquired fans rose, the efﬁciency News Feeds. In a similar vein, when people liked the at which Expedia could acquire a new fan improved,” Expedia page, a story about that action showed in their explains Justin Merickel, VP of Marketing and New Product friends’ News Feeds. Development at Efﬁcient Frontier. “The power of social inﬂuence is clear in the inverse relationship between total Results fans and cost-per-fan in the Expedia campaign.” More than half of the clicks in the campaign were social, meaning the ads displayed to people showed a friend who was already an Expedia fan. “This demonstrates the inﬂuence of endorsements from friends,” Justin contin- ues. “Compounding this effect, the rising number of fans resulted in a wider distribution of socially endorsed ads and contributed meaningfully to the lower cost-per-fan as the campaign progressed.” What’s next Expedia continues to actively manage its Facebook experi- ence. It publishes offers and tips to deliver value to fans. And Expedia actively participates in wall discussions for improved customer relations.