Measurement | Incrementality | Profitability
Challenge
The travel market became increasingly competitive after the pandemic, with inflation putting pressure on household spending and easyJet competing across both flights and package holidays. At the same time, easyJet Holidays was growing rapidly, with customers looking for more than just a competitive price when choosing their holiday. easyJet needed a clearer view of how advertising was contributing to profit, while finding the right balance between driving demand for flights and building the Holidays business.
Solution
Kepler worked with easyJet to improve how media performance was measured, tested and optimised across the business. We combined Marketing Mix Modelling with controlled geo-lift tests across 94% of UK media channels, helping to validate the contribution of individual channels and build a clearer picture of incremental profit. We also introduced a more flexible approach to content, combining creator assets with live trading messages across seasonal and always-on activity. The measurement work uncovered a strong halo effect between the two businesses: advertising for easyJet Holidays was also driving flight bookings. This helped the team decide where to invest media across both businesses.
Results
A clearer view of media performance gave easyJet greater confidence in the role advertising played in driving profit and helped the team make faster decisions about media investment.
The results also helped secure wider stakeholder support, with the easyJet marketing team invited to present the measurement approach to corporate procurement.
"Kepler’s technical expertise in privacy-first measurement has been instrumental in evolving our digital strategy. By embracing incrementality, we’ve gained a deeper understanding of how our media spend drives real-world actions, ensuring our marketing investments are consistently tied to tangible business growth."
