Soaring Success: Garuda Indonesia’s Digital Marketing Game Amidst Turbulence

Background :
Garuda Indonesia had faced significant challenges during the COVID-19 pandemic, including a drop in demand for air travel, increased costs due to new safety protocols, and uncertainty regarding the recovery of the aviation industry in Indonesia. Garuda would need to continue to adapt to the new normal and to implement innovative strategies to recover and to thrive in the post-pandemic era. To address these challenges, Garuda Indonesia had implemented various digital marketing strategies, such as META ads and Search Engine Marketing, to increase its visibility to potential customers and improve its conversion rates. These strategies would be critical for Garuda's success as it navigated the ongoing impacts of the pandemic and looked to recover in the post-pandemi

Approach :

Garuda believed that landing page optimization could drive higher conversions and improve the customer experience with teasing content about Garuda Online Travel Fair date opening. After having data and analytics in landing page optimization campaigns, it offered Garuda Indonesia to do the testing and experimentation and make these insights to continually improve conversion rates in META campaigns with exposing those who already visited the website with Promo if using credit card payment from Garuda Partners.

Impact :

Overall, by implementing these engaging digital marketing strategies, Garuda Indonesia could increase its chances to attract and retain customers and improve its overall digital marketing performance. By leveraging those tactics, the result was quite impressive :

A. Meta CPAS Campaign:

Garuda Indonesia Meta conversion campaign achieved a record-high ROAS of 384.32 in April 2022.

The campaign significantly decreased the CPA by more than 700% year-on-year.

On-campaign revenue was significantly improved by more than 250% year-on-year.

B. SEM Campaign :

SEM conversion campaign achieved a record-high ROAS of 100.04 in April 2022.

The conversion rate was managed at average 15.43%

On-campaign revenue was significantly improved by more than 350% year-on-year.

On-campaign ROAS was significantly improved by 950% year-on-year.

C. Google Analytics

The overall on-campaign transactions was significantly improved by 231%

The bounce rate was significantly decreasing by 36% year-on-year