Case Study: Expedia achieves 1 million Facebook fans in six weeks and lowers cost-per-fan by 80% with Adobe Marketing Cloud

Expedia - Customer Case Study

Expedia partnered with Adobe to rapidly scale its Facebook presence and turn casual followers into active brand advocates. Facing the challenge of reaching critical mass and driving earned social media, Expedia worked with Adobe using Adobe Marketing Cloud (including AdLens and Adobe Social) to design an engaging social sweepstakes experience.

Adobe built and optimized the viral “FriendTrips Game,” backed by multichannel promotion and Facebook ad optimization (Sponsored Stories, targeted creative and bidding). The campaign delivered measurable impact: 1 million fans in six weeks (a 750% increase), cost-per-fan fell by ~80%, and wall mentions grew 15–30x, demonstrating Adobe’s ability to drive scale and efficiency.

Expedia