marketing_ops · travel · workflow
UGC Outperforms Branded Stock Visuals In Facebook Ads for Air France
Air France wanted to diversify their social ad visuals and better relate to audiences, but their team was manually searching for images on Instagram, making UGC discovery slow and impractical at the scale required.
How it works
Common implementation structure
How this type of workflow is generally built, generalized across documented cases — not tied to any one vendor's stack. Click any stage to read what happens there. Specific products that implement these stages appear in “Tools commonly seen” below.
Stage 1 · A/B test design
Air France selected six travel destinations to A/B test UGC images against branded iStock photos in Facebook ads, keeping ad copy identical and varying only the images.
Tools used
Stacklavisual recognition tool
Outcome
Over a 9-month A/B test across six destinations, UGC ads outperformed branded stock photos on all key metrics: 4% higher CTR, 1% higher CVR, 3% lower CPC, and 9% lower CPA. A second flash sale round showed even larger margins. The team also reported saving hours each week.
What failed first
Before Stackla, Air France's social media team manually searched for UGC images on Instagram, a process that could not scale to the volume needed across multiple destination campaigns.
Results
Time savedsaving hours each week
Volume4 percent higher
Grounding & classification
Source type: vendor customer story
26 fields verified against source quotes, 1 dropped as unverifiable.
computer visiondata extractionsocial media postmetric backednamed customerproduction runtime claimedsource backedtools describedworkflow describedtravelconversion increasecost reductionemployee productivitythroughput increasevendor customer storymarketing opsextract classify routehuman review queue