KLM streamlines global campaign creation and distribution of 1000+ campaigns every year
KLM streamlines global campaign creation and distribution of 1000+ campaigns every year
KLM currently operates flights to over 150 destinations worldwide, via a vast network of 92 European cities and 70 intercontinental destinations. With so many destinations to promote, they faced the challenge of tailoring global campaigns to local markets, which proved to be time-consuming and costly. Additionally, the dynamic nature of customer booking behaviour added complexity to their promotional efforts.
KLM currently operates flights to over 150 destinations worldwide, via a vast network of 92 European cities and 70 intercontinental destinations. With so many destinations to promote, they faced the challenge of tailoring global campaigns to local markets, which proved to be time-consuming and costly. Additionally, the dynamic nature of customer booking behaviour added complexity to their promotional efforts.
Industry
Travel
Objective
Campaign localisation and personalisation
Challenge
Different markets ask for different campaign needs: from different languages to local holidays or festivities, tones of voice, and brand identities. KLM advertises in 67 markets across the globe, in 12 languages and launches thousands of campaigns every year. Not to mention that all those ads have to be adapted to every format, channel and audience… This results in very time-consuming and expensive work when done manually with lots of ping ponging back and forth between local teams, translation agencies and the brand team.
On top of that, the customer booking behaviour can be very erratic due to promotional actions of competition, events, weather, geopolitical events and many other variables. Both prices and availability are constantly changing in response to these differences to find the perfect balance between yield and bookings to optimise revenues. How can KLM make sure that their product offer, pricing, and campaign pressure is always on point?
Solution
KLM now benefits from a user-friendly interface, where all internal and external stakeholders can work together smoothly. This includes a campaign library and a scalable feed-based setup for ads and email campaigns. Local teams can access ready-to-use ads from the campaign library, adapting them to meet local needs while maintaining brand identity. Cape's input validation functionalities ensure essential campaign elements remain intact, allowing quick and seamless adjustments for the product, destination or offer they want to promote.
By utilising a feed-based setup with localised feed-data, KLM achieves even faster automated concept creation and publication. Local markets only need to review assets for final approval before publication as disclaimers, pricing, destinations, and visuals are automatically integrated. KLM can also automate tailored campaigns using data feeds, such as live demand data, discounts, and competitive pricing. This automation extends to global campaigns with numerous local interpretations.
Results
As a result, KLM effortlessly creates, scales, and publishes thousands of campaigns annually for 167 destinations across 67 markets. The streamlined workflow facilitates decision-making by the global branding team while involving stakeholders when necessary. KLM maintains compliance with the global strategy, brand identity, and content standards thanks to Cape's automated campaign creation and distribution.
Moreover, their operational processes have greatly improved, including faster turnaround times, enhanced flexibility, and cost savings through an improved test and learn process.
"Cape empowers us with a centralised platform to localise and launch digital campaigns in most marketing channels across the world. Its become an essential tool for our global marketing activations."
Joep Coopmans, Head of Concept and Campaign Marketing @ KLM
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