Case Study: AirAsia achieves a 17-point ad recall lift and 58X return on ad spend with Facebook

AirAsia - Customer Case Study

AirAsia, a leading low-cost airline serving many routes across Asia, needed to rebuild customer confidence and prove it was a people-driven brand after a high-profile incident. The airline’s goals were to restore trust, drive online sales and loyalty, and achieve a strong return on ad spend (targeting at least 5x).

AirAsia ran a Facebook-led campaign centered on short videos and precise audience segmentation—using Custom Audiences, Lookalike Audiences, the Facebook pixel, retargeting and reach-and-frequency controls—to deliver tailored creative and messages. The approach drove exceptional results: 58x ROAS with Lookalikes, 30x ROAS with website Custom Audiences, a 17-point lift in ad recall (Nielsen), over 20% of video viewers watched the whole video on Facebook, and a large share of views came from high-value audiences.

AirAsia

Aaron Philip Thomas

Group Digital Marketing Manager