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Case Study: Malaysia Airlines - New Year Sales


Malaysia Airlines, the national carrier of Malaysia, aimed to boost ticket sales and brand awareness during the New Year Sales period of 2024. The campaign targeted users on Facebook and Instagram, focusing on the age group of 25-34 and predominantly male audience interested in the airline’s promotions.

Campaign Objectives

-Increase ticket sales during the New Year Sales period

-Enhance brand awareness and engagement among the target audience

-Achieve higher-than-projected impressions and link clicks with a cost-efficient approach


-Utilised Facebook and Instagram as primary advertising platforms

-Targeted the age group of 25-34 and predominantly male audience

-Focused on mobile-friendly ad creatives, considering the majority of the audience browsing Facebook on mobile devices


-The campaign exceeded expectations with 1,151,816 impressions, nearly double the projected impressions.

-Link Clicks: Achieved 2,016 link clicks, demonstrating strong engagement with the campaign content.

-Click-Through Rate (CTR): The campaign achieved a CTR of 0.18%, indicating effective ad performance and user engagement.

-Cost Efficiency: The campaign's effective cost per mille (eCPM) was approximately 52% lower than the projected unit cost, totaling MYR 54.14.

Key Takeaways

-Audience Performance: The age group of 25-34 showed the best performance in terms of engagement and conversions, aligning with the campaign's targeted demographic.

-Gender Preference: The majority of the audience interested in Malaysia Airlines promotions were males, indicating a preference among this demographic.

-Mobile-Friendly Approach: Leveraging insights that most users browse Facebook on mobile devices, the campaign prioritised mobile-friendly ad creatives for optimal engagement.


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