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Air Premia, founded as a startup in 2017, initially had a very low brand awareness, with unaided recognition standing at just 1%. Some even mistook us for a foreign airline. Given that trust and brand recognition are critical factors when purchasing a high-involvement product like airline tickets, we hypothesized that highlighting our unique selling propositions (USPs) as a hybrid airline, while improving awareness in newly launched cities, would drive higher purchase rates. Based on this hypothesis, we implemented various promotional campaigns targeting the awareness domain to differentiate ourselves from other airlines and enhance recognition in new markets.

To commemorate our inaugural flight to San Francisco, we designed a promotional campaign aimed at naturally introducing Air Premia's brand and unique selling propositions (USPs) to users. The primary goal was to increase user engagement through event participation, boost new sign-ups and marketing consent rates, and establish "Air Premia" and "USA" as closely associated keywords in the minds of customers.

Execution

This promotion consisted of two key events.

1. USP Selection Event: Encouraged users to choose Air Premia's key USPs, effectively communicating the brand's differentiated strengths.
2. 10% Discount Code Offering: Provided discount codes to participants, designed to drive actual purchases.

The events were promoted across various digital channels, leveraging messages that emphasized the connection to our newly launched destination to effectively capture customer interest.

Results

The promotion achieved positive outcomes across various metrics, including website traffic, participation, new sign-ups, and purchase conversion rates.

1. UV: A total of 137,526 visitors landed on the event page
2. Conversion rate: 4%
3. New Sign-Ups: 585 new users signed up(37% increase compared to the previous month's)
4. Promotion effect: 75% of new purchases were completed using discount code.
5. Brand Awareness: "Air Premia" and "San Francisco" ranked as the 9th most searched related keywords, successfully establishing the association between the new destination and the brand.

This promotion went beyond a simple event; it played a crucial role in effectively conveying Air Premia’s USP and brand identity to users. It was a successful campaign that not only increased awareness in newly launched destinations but also achieved tangible results in acquiring new customers. Furthermore, it became the foundation for future promotions, enabling higher productivity through source reuse.

The 2024 Year-End Review campaign was designed to highlight Air Premia’s achievements throughout the year in a fun and engaging way through interactive quizzes. Staying true to the airline’s philosophy as a digital-native company, the campaign was ideated using a bottom-up approach and executed with minimal resources from designers, data engineers, and frontend developers. The goal was to lower participation barriers, increase viral potential among users, and secure new member sign-ups.

Summary

The 2024 Year-End Review campaign successfully amplified user engagement and viral potential while reinforcing Air Premia's identity as a digital-native airline. High conversion rates and ROI optimization led to significant improvements in membership acquisition and traffic efficiency compared to previous promotions. Additionally, the campaign demonstrated a clear link between viral traffic and booking growth, establishing itself as a key example of a successful, low-cost yet high-impact marketing initiative.

Execution

The campaign featured a quiz format to foster user interaction and engagement. Leveraging KakaoTalk messages as the primary communication channel, the campaign effectively boosted user traffic while reinforcing Air Premia’s image as a "digitally savvy" airline. The campaign was designed with a viral structure, encouraging users to share links, thus generating additional traffic. Detailed ROI metrics were analyzed to assess efficiency, with results showing improved membership acquisition compared to previous promotions.

Results

The campaign achieved impressive outcomes in terms of viral reach, new member acquisition, and overall user engagement:

• Engagement and Conversion:
  • Total traffic: 12,530 users (8,991 unique visitors)
  • Event participation: 5,033 users (Conversion rate: 55.97%)
• New Members and Kakao Friends:
  • Link shares: 10% (825 users)
  • KakaoTalk Plus Friends added: 752 (Conversion rate: 8.36%)
• Viral Impact:
  • Link shares: 10% (825 users)
  • Conversion rate from shared links: 71% (552 users)
• Efficiency Metrics:
  • Cost per traffic: KRW 276
  • Cost per share: KRW 1,116
  • Improved membership acquisition efficiency by 12% compared to the previous Christmas campaign.
• KakaoTalk Performance:
  • New visitor sign-up conversion rate (CVR): 76%, demonstrating highly effective engagement.
  • Viral traffic through KakaoTalk sharing increased by +1,370%.
  • Member acquisition through KakaoTalk increased by +416%.
  • Overall membership acquisition on the day of message dispatch increased by +25%.
• Booking Growth:Following the KakaoTalk message dispatch (18:00-24:00), booking conversions through Naver and Google exhibited a J-curve-like increase.

"An airline without a mobile app in 2024? That was unusual" This is a direct quote from a user during an interview. The airline had endured the challenges of the COVID-19 era with minimal resources, maintaining only the bare essentials to sustain the business. By the time I joined, not only was there no mobile app, but even the website service was unstable. There was no doubt that launching a mobile app was essential to fulfilling our mission of transforming the airline experience through digital services. Once a mobile app developer joined the team, we officially began planning. Over the course of seven months, we worked tirelessly to create and launch a customer-centric app.

We anticipated that users would primarily use the app not for booking, but rather for navigating their journey from after booking to actual boarding. Based on this, we defined the MVP scope to focus on essential features—from reservation lookup to boarding pass usage and arrival at the destination airport. We then planned for future expansion by segmenting subsequent steps, incorporating guidance, and encouraging repeat usage.

Available at the End of February

When I joined Air Premia, I was eager to establish a user research team. However, due to various circumstances, it didn’t materialize. Realizing that we could no longer delay meeting our customers, I took the initiative to plan and conduct user research myself.

"Materials will be provided upon request"