Lufthansa

Lufthansa’s primary objective was to connect with travel enthusiasts who were actively researching European destinations during India’s festive season, spanning from September to December. They sought to leverage Quora’s unique audience of high-intent users in order to build consideration for Europe as a magical holiday destination. This initiative aimed to encourage travelers to book direct flights to Lufthansa’s hubs in Munich and Frankfurt through their website.

Lufthansa identified Quora as an ideal platform to engage with relevant travel-focused communities, particularly those researching topics such as air travel, European destinations, and holiday planning. Their campaign was executed in two distinct phases. The first phase, running from September to November, focused on mid-funnel efforts to generate consideration for Europe as a primary holiday destination. By targeting high-intent users engaging with Quora topics like "Visiting & Travel" and "Travel to Europe," Lufthansa was able to direct users to their website’s booking page for direct flight reservations. The second phase, conducted in December, centered on retargeting users who had interacted with the initial phase of ads. This strategy re-engaged website visitors who had shown interest in traveling, encouraging them to finalize their bookings during the peak holiday season. By combining precise contextual targeting with an effective retargeting strategy, Lufthansa ensured that they engaged users at multiple points throughout the decision-making process, driving better campaign results overall.

Lufthansa’s thoughtfully designed campaign delivered impressive results. Over the course of the four-month campaign, their Image Ads generated more than 14 million impressions and achieved a click-through rate that was 30% higher than the Travel/Airline category benchmark on Quora. The campaign also reached 38% of their target audience, effectively engaging millions of users and driving high-quality traffic to their website. By combining strategic contextual targeting with retargeting efforts, Lufthansa strengthened its brand presence and successfully encouraged bookings during the peak festive season in India.