Case Study: Air France achieves higher CTR and lower CPA with Stackla's UGC platform

UGC Outperforms Branded Stock Visuals In Facebook Ads for Air France

Air France wanted to stand out in a crowded social ads landscape by testing whether authentic user-generated content (UGC) would perform better than their branded stock photos on Facebook. The airline ran controlled A/B tests across six destinations, keeping ad copy identical and varying only the imagery, while tracking CTR, CPC, CVR and CPA to see which visuals better captured and converted audiences.

Using Stackla’s Visual UGC platform, Air France rapidly surfaced, auto-tagged and rights-managed high-quality landscape UGC via AI-driven curation, then deployed the images in nine months of Facebook tests. UGC ads outperformed stock across all KPIs (+4% CTR, +1% CVR, −3% CPC, −9% CPA), with even stronger gains in a flash-sale test (+11% CTR, −21% CPC, −2% CPA), leading the airline to scale UGC across campaigns, channels and live activations.

Air France

Chloé Marchand

Global Head of Social Media