easyJet’s integrated, creator-powered advertising system delivered major profit growth and improved ROI.
This case argues that the traditional approach to advertising had become a straitjacket for easyJet, given the changing pattern of holiday booking and the growth of fragmented, algorithm-driven media.
It describes how the airline developed a system that dynamically brought together media, creative and production to create assets for smaller, varied, behaviour-driving spaces first, and then scale up the approach.
Evidence is presented that, supported by modelling and powered by hand-picked creators and a content engine, the strategy delivered £136m in incremental profit in 2025 growth, a 60% year-on-year increase. In addition, there was a 49% increase in margin ROI, well above a 10% target set for the approach.