Last year before Diwali, Etihad Airways, a leading Middle East airline, saw an opportunity to connect with the 27 million Hindus on Facebook living outside India. Since many expats travel home during the holidays, Eithad connected with expats with messages about traveling home for the holiday, reaching 536,00 Indian expats living in the Middle East, leading to 700 bookings and a 50X return on investment.
This was made possible by Facebook’s expat targeting. According to the company’s blog post,”To help businesses reach people living abroad, today we’re announcing a new targeting feature that enables advertisers to reach the 92 million expats on Facebook.”
Facebook further states that from now on Marketers can connect with expats living within a given country (like expats living in Brazil) and expats originating from a specific country (like people born in Brazil living abroad). Nationality-specific targeting is currently available for people from Brazil, Indonesia, China, South Africa and India.
Like all Facebook products, this new targeting capability is built in a privacy-protective way. “We don’t share information with advertisers that tells them who a person is.”
To try out this feature, go to Create Adverts on Facebook, select the objective for your campaign. Post that you are asked to define the reach of your advert, scroll down and click on the Behaviours search option box which will provide the list of expats available on Facebook right now. Select the expat you want to target and you are done.
Talking about the campaign Andrew Ward, VP of Marketing, Etihad Airways adds this: “People expect communication to be personal, relevant and mobile. With Facebook’s expat targeting, we were able to speak to a highly relevant audience and deliver them something that was truly valuable in real time. That’s the secret to a great campaign.”
Expat targeting is now available worldwide in all Facebook ads interfaces, including the API.