Cathay Pacific - Linkedin

Cathay Pacific - Linkedin

Cathay Pacifc x LinkedIn | While many brands target their general audiences through Facebook and Twitter, Cathay Pacific turned to LinkedIn, the world's largest professional network, as a platform for a highly targeted campaign.

For its American market, Cathay Pacific had a goal to increase brand awareness among business travellers who often fly to Asia. Tapping into LinkedIn user data, Cathay Pacific targeted Asia-focused professionals, 70 percent of whom planned on taking “one or more business-class flights between the United States and Asia in the next 12 months”. The airline then placed a blend of targeted LinkedIn display ads and three sponsored polls, which asked questions about what travellers would do with their loyalty points. The polls resulted in 1,324 responses from business travellers. Additionally, 97 product recommendations were generated from LinkedIn's so-called recommended ads, which added more social recommendations for Cathay Pacific.

Through data collected via LinkedIn's platform, Cathay Pacific's polls also gathered traveler information to use in future campaigns and on-board. Cathay Pacific, which now has 18,000 followers on its LinkedIn product page, ran the campaign for a total of nine months.