Latam
How Latin America’s largest airline scaled sales and optimized its digital presence with media and performance intelligence.
The Business Challenge
Running communications and customer acquisition for an aviation giant demands surgical precision. LATAM faced the challenge of sustaining high conversion volumes for tickets and ancillary services in a fiercely competitive market, with constant price swings and extremely inflated media auctions. The goal was to maximize the efficiency of digital investment without compromising route margins.
The Engineering of the Solution
FIRMA structured high-performance campaigns focused on direct conversion and regional scale:
Aggressive optimization of traffic campaigns focused on immediate purchase intent and strategic routes.
Advanced segmentation by traveler profile (business vs. leisure) to deliver personalized offers at the exact moment of decision.
Journey adjustments and direct-response messaging to reduce friction between searching for a route and issuing the ticket.
The Impact on Revenue
A substantial increase in the volume of tickets issued through digital channels.
Lower Customer Acquisition Cost (CAC) in highly competitive campaigns.
Optimized return on ad spend (ROAS) on strategic routes.
