Latam Group

The Context

A Global Airline Group Seeking Digital Optimization

LATAM Airlines Group is one of the largest airline groups in the world and the biggest in Latin America, operating an extensive network of passenger and cargo services. With the region’s largest frequent flyer program, LATAM sought to optimize its digital performance strategy. The main goal was to drive unique flight searches on its platform and reduce associated costs. For years, campaigns were conducted without incorporating key practices. However, in September and October, LATAM decided to explore TikTok's potential, using innovative tools to measure results and demonstrate confidence in its incremental impact.

The Objective

Boosting Searches and Proving Incremental Impact

The main goal of the campaign was to increase web conversions by focusing on unique flight searches. Additionally, LATAM aimed to demonstrate that suggested segmentations, such as remarketing and lookalike audiences, not only optimized results on the platform but also delivered real incremental impact compared to other sources like Google Analytics.

The Solution

A Strategic Multi-Market Approach with TikTok's Tools

To achieve these objectives, LATAM implemented a strategy using In-Feed Ads, targeting three countries: Colombia, Chile, and Peru, with separate ad accounts for each market.

The key segmentations were:

• Travel Interests:

  Targeting potential users interested in traveling.

• Remarketing:

  Engaging users who visited the website but didn’t search for flights.

• Lookalike Audiences:

  Based on previous buyers and users who added flights to their cart.

A Conversion Lift Study was used to measure TikTok's incremental impact on key conversion metrics, showing results beyond the data attributed by Google Analytics. The campaign peaked during September and October, aligning with Cyber Days.

The Results

Outstanding Performance Across All Markets

The campaign was a resounding success across all countries:

• The cost per unique search remained below US$1, meeting the set goal.

• Incrementality proven through the Conversion Lift Study:

  • Peru:

    +10.5% in searches and +13.7% in completed payments.

  • Colombia:

    +9.9% in searches and +8.5% in completed payments.

  • Chile:

    +11.8% in searches and +17.9% in completed payments.

LATAM Airlines Group demonstrated that TikTok is not just a platform to inspire travel but also a powerful tool to optimize performance metrics. This case shows how the combination of strategic segmentation and incremental measurement can turn digital campaigns into tangible, meaningful results.