THEIR STORY THEIR SOLUTION Direct route to a great passenger service Talk to people who want to listen In 2012, LATAM Airlines Group was created LAN had a great offer to share, but also a audiences: people who liked the LAN good media strategy that took advantage Facebook Page, people who were interested through a merger between two of the industry's of Facebook's Custom Audiences to talk to in travelling to Latin America, and frequent leading companies: LAN and TAM Airlines. The people with an interest in travelling. flyers from the US to South America. group connects the region to the rest of the From 27-29 November 2014, the company The link adverts took visitors to the LAN launched a teaser campaign consisting of website, with audiences segmented by world through a flight network covering North link adverts in News Feed, which sought to country, so that they would find offers for and South America, Europe, the Caribbean capture a database of responses to its initial the destination they were interested in. discount offers. LAN also carried out a retargeting campaign and Oceania. Each year, LAN and TAM carry LAN then activated its Cyber Monday offer focussed on people who searched for a flight, about 66 million passengers to 135 destinations on Facebook on 1-2 December 2014 with a but did not buy one, during the five days in 24 countries and transport cargo to 145 message that spoke to three different target leading up to Cyber Monday 2014. destinations in 27 countries. Together, LAN and THEIR SUCCESS TAM operate approximately 1,500 flights per day, Beyond the target carrying one in two passengers in South America. Facebook Custom Audiences and During the two-day, offer the return on THEIR GOAL registrations accounted for 81% of the investment doubled, achieving a 3.4x Next stop: Latin America total sales from display. Thanks to these return. During the teaser phase, 25% of the tools, LAN was able to reach people who registration forms came via Facebook. And The main goal was to increase the sale of air had visited the website but abandoned the platform's cost per acquisition was 14% their purchase, people who were interested cheaper than with other media. tickets from the United States to Latin America in flying with LAN, and people with during the biggest online sale of the year, Cyber similar profiles who were attracted by the destinations being promoted. Monday: a special day of online discounts taking place on the Monday after Thanksgiving Day in the United States. CROSS-BORDER BUSINESS HANDBOOK