A strong offer, a broadcast window of just 24 hours and a single format: the Instagram story. For its Black Friday, EL AL entrusted jewbuzz with a digital campaign designed to quickly drive traffic from a directly relevant audience.
The brief: promote an exceptional offer in 24 hours
For Black Friday, EL AL was offering Paris ↔ Tel Aviv tickets from €299.
The offer had to go out very quickly and for an extremely short period.
EL AL therefore gave jewbuzz the digital exclusivity of this operation, with a clear goal: immediately reach an audience likely to be interested in travelling between France and Israel.
A single format: the Instagram story
No permanent post, no campaign spread over several days and no multiplication of formats.
The entire operation rested on an Instagram story broadcast for 24 hours.
A format sometimes considered too ephemeral to generate real results, but which remains one of the most effective levers when shared with an engaged audience and the right offer.
40,000 views and 5,000 clicks
In just 24 hours, the campaign recorded particularly strong results.
40,000 organic views and 5,000 clicks in 24 hours.
At the time, jewbuzz’s main Instagram account had around 130,000 followers.
The story therefore organically reached a significant share of that audience, while generating several thousand visits directly to the EL AL offer.
Why the campaign worked
The first factor was obviously the offer itself: a particularly attractive price on a destination highly relevant to the jewbuzz community.
But the performance also rests on the way campaigns are integrated into the media outlet’s content.
First principle: limit advertising pressure. jewbuzz only runs a limited number of campaigns, so that partners are not drowned among dozens of commercial messages.
Second principle: adapt the creative. Visuals are designed specifically for social media, with the graphic codes and rhythm the jewbuzz audience is used to.
Third principle: speak like jewbuzz. Even when it is an advert, the tone stays direct, familiar and framed as a genuine good deal offered to the community.
An advert works better when it feels like a relevant recommendation rather than an interruption.
Deliberate advertising scarcity
This performance is also explained by a choice made several years ago: not to saturate the audience with sponsored content.
On average, jewbuzz runs one advertising campaign every two days.
Some slots therefore require several weeks of waiting before becoming available.
This scarcity allows each campaign to retain more visibility and attention when it is published.
A collaboration built with EL AL
This Black Friday operation is part of a relationship built over several years between EL AL and jewbuzz.
Campaign after campaign, the airline has regularly turned to the media outlet to communicate with the French-speaking community about its offers and news.
This continuity also makes it possible to better understand the audience’s expectations, the formats that work and the most effective way to present an offer.
24 hours can be enough
Above all, this case study shows that a short format does not necessarily mean limited impact.
When the offer, the audience, the message and the timing are aligned, a simple story can become a genuine acquisition lever.
In the case of this EL AL campaign, 5,000 people clicked through to the offer in less than a day.
An exclusive offer, 24 hours of broadcast, 40,000 organic views and 5,000 clicks: a campaign that illustrates jewbuzz’s ability to turn its community’s attention into concrete results for its partners.