Turning the autopilot on Kiwi's paid social with Hunch’s automated and DPA solutions
With more than 100 million daily searches and 70,000 seats sold per day on average in 2023, Kiwi.com strives to ensure pixel-perfect advertising, with a strong focus on the end customer.
Alongside other channels, expanding the scale and sophistication of paid social activity became key to achieving this goal. However, prior to the introduction of Hunch, In Digital’s ability to drive growth was constrained by the creative team’s capacity to manually produce the high volume of assets needed to deliver their segmented and personalised paid social strategy due to constantly changing flight prices, requiring real-time adjustments.
Limited ability to scale campaigns in a manual set up
Prior to using Hunch, campaigns had to be run manually with little creative personalisation or tailored user journeys. Sale campaigns ran country-wide, with generic assets containing a fixed price but no city of departure. This approach was challenging as given the daily fluctuation in flight prices, prices shown in ads were on occasion inaccurate.
The two major challenges were the need to work across 15+ markets and currencies, and the dynamic nature of flight pricing and availability. “Before using Hunch, it was really time-intensive to deliver campaigns at scale and it wasn’t possible to maintain up to date pricing in ads across all markets and currencies.” - says Rebecca Heller, Performance Director at In Digital.
“If we wanted to have creatives with flights from 20€, £20, 1000 CZK, or any other local currency and language, that could take up to six weeks. Now we have one template that we can run in as many different markets and currencies as needed” - continues Rebecca.
Removing the turbulence in Kiwi.com's funnel with Hunch’s automated and DPA solutions
“The ability for automated scale with Hunch allowed In Digital to drive 77% reduction in CPA whilst freeing the team’s time up to consider the wider paid social strategy including deals, geotargeting, and dynamic remarketing campaigns. For all three campaigns, Hunch feeds were vital in improving campaign sophistication and driving efficiencies.” - says Rebecca.
Before Hunch, users saw an ad with a fixed price.We worked with In Digital to set up Hunch’s automated feeds, so that ad sets targeting airports only ran when a set number of deals were available from that airport. The lowest flight price from that origin was dynamically populated in the creative.
With this solution, In Digital had the entire campaign structure set up in minutes. This opened up the opportunity to easily optimise the campaigns at scale, via the feed, without having to manually manage ad sets or ads.
Prior to Hunch, dynamic remarketing campaigns were hindered by use of generic destination creatives. Using Hunch templates and a DPA feed In Digital tailored creatives to include origin and destination cities and dynamic prices, alongside destination imagery, which led to a 40% increase in CTR.
Improved performance, regained time and accurate offers
By leveraging Hunch, In Digital were able to personalise creatives to include up-to-date pricing and relevant imagery; add more granular, airport-level audience targeting; and scale the volume of ads run.
- 77% decrease in CPA once In Digital implemented creative and feed changes through Hunch.
- 40% increase in CTR following introduction of templated creative which dynamically populated price and destinations
- In Digital were able to run campaigns in as many different markets and currencies as needed, scaling creatives 5x to over 1.2k creative variants.
If you would like to find out more about how Hunch can help your team to fix your paid social funnel and increase sales through automated and dynamic product ads, get in touch for a free strategy call.
Tailored ads at scale
