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
The campaign delivered excellent Cost per Result (CPR), up to 70% lower than previous campaigns, based on Website Adds of Payment Info, a strong indicator of purchase intent.
Across October, November, and December, Brazil achieved an overall CPR of €1.41.
Performance remained both stable and scalable across all origin/destination pairs (ODs), while creative production and media delivery were fully automated. The setup also led to a significant reduction in time to go live, optimized advertising spend, and total flexibility for updating offers.
Thanks to the feed connected to Meta Travel Ads, the setup automatically generated 1,600 creative combinations (800 ODs × 2 formats) in just one click.
This approach resulted in substantial time savings, greater execution flexibility, and enhanced operational efficiency for the marketing teams, with a single ad managing all location- and OD-based creative variations.
For France, the campaign delivered an overall CPR of €6.22 across November and December, based on Website Adds to Cart.
Since the start of the campaign, we observe a 19% decrease in CPR, highlighting continuous performance improvement over time.
