AirPlus International

AirPlus International Italia chooses Lovemark as a strategic partner for Social Media and Advertising Management activities

AirPlus International is a Lufthansa Group company, based in Germany, specializing in providing innovative solutions for payment, reporting and analysis of business expenses. With over 15 billion euros of transactions, it serves more than 51 thousand customers worldwide including companies, multinationals and travel agencies, including 4 thousand in Italy, where it has been operating since 2001.

For several years, Lovemark has been involved in Social Media Management activities on the LinkedIn channel and in the management of Advertising campaigns for the local branch, AirPlus International Italia.

Over time, eight different international branches have also been added to this, for which Lovemark has developed a Marketing Plan linked above all to the management of advertising campaigns for the promotion of new products and with a view to nurturing, both on the LinkedIn platform and on Google.

The strategy adopted for these campaigns envisaged, and still envisages, a determined and well-structured flow with the definition of precise steps: first of all, budgets and timing are defined and creative assets are created. Once the leads have been received, a Lead scoring process is carried out, that is, an analysis of the quality of the contacts received based on elements such as the presence of companies on the IN channel or their size. Finally, a monitoring document is elaborated to be sent to all branches with the KPIs and metrics to be analyzed during the campaigns, so that aligned and comparable files arrive at the head quarter.

Furthermore, on LinkedIn it was chosen to work following the Account-Based Marketing strategy, thus identifying high-profile prospects as the main target of the strategy and focusing on the users most likely to purchase. In this way, we no longer tried to generate as many leads as possible but, instead, to create and disseminate highly personalized campaigns and targeted messages for the identified target, tracking their involvement and guiding the account towards purchase and loyalty.

The concept of quality, therefore, replaced that of quantity.

At the same time as these activities, AirPlus also confirmed its collaboration with Lovemark and expanded the request to the organization of a procurement service: with the health emergency, AirPlus needed to reposition itself on the global market, offering not only a service linked exclusively to corporate travel, but also the possibility of online purchases via Virtual Card.

After an initial testing phase by Lovemark of this new service, the Advertising team designed and promoted multicountry, multilanguage and multi-asset campaigns on Google and LinkedIn.

A pilot project that was also used as an example in some webinars as evidence of the experience we had with this innovative payment system.

Despite the complexity of the task, which required all-round management of the campaigns as they were developed on multiple levels, both linguistic and structural, and the problems encountered with the abolition of Conversation Ad by LinkedIn, Lovemark was able to carry out a structured and specific strategy for each country, always managing everything from Hubspot, in a triangular relationship with AirPlus itself and their software development platform representatives.