BlaBlaCar chose to boost the visibility of its transportation offers through dynamic, automated, and highly personalized social media campaigns.
Two activations were deployed: in Brazil, to promote bus trips available on the platform, and in France, to encourage drivers to offer their rides and earn money through carpooling.
Thanks to a data-driven approach and large-scale automation, the campaigns efficiently managed a high volume of origin/destination pairs (800 OD in Brazil and 200 OD in France) while maintaining strong local personalization.
The objective: to maximize performance on Meta, highlight BlaBlaCar’s mobility offers, simplify campaign management through a single feed, reduce creative production time and costs, ensure precise targeting, and deliver dynamic ads that showcase destinations in an appealing and relevant way.
The campaigns were broadcast on Meta (Facebook and Instagram) using the Meta Travel Ads product, which allows a dynamic data feed to be connected directly to the campaign.
Thanks to this integration, a single dynamic ad manages all origin/destination pairs (ODs).
Each message is automatically adapted based on the user’s geolocation, enabling highly relevant targeting.
Distribution across Meta feeds and stories (carousel and story formats)
Full automation of personalization according to ODs and user geolocation
Monthly feed updates to integrate price and route changes
Message adaptation by market: bus in Brazil, carpooling in France
Brazil Campaign Results:
Excellent Cost per Result (CPR), up to 70% lower than previous campaigns, calculated based on the addition of user payment information (a purchase intent indicator).
Stable and scalable performance across all origin/destination pairs (ODs).
Full automation of creative production and media delivery.
Significant reduction in time to go live.
Optimized advertising budget.
Total flexibility for offer updates.
Thanks to the feed connected to Meta Travel Ads, the setup automatically generated 1,600 creative combinations (800 ODs × 2 formats) with just one click.
This process delivers substantial time savings, greater execution flexibility, and enhanced operational efficiency for the marketing teams, with a single ad managing all creative variations based on location and OD.
