Ozon Travel Always-on Influencer System

Ozon Travel is an online travel service within the Ozon ecosystem, serving both individual travelers and corporate clients.

Influencer marketing was already an important channel for the brand. But operating it continuously and at scale created a new challenge: how do you maintain reach while making future campaigns more efficient?

Over 18 months, Ozon Travel turned its influencer activity into an Always-On system where every campaign generated data for the next one.

Problem

Influencer performance depends on multiple variables: creator size and niche, audience fit, platform, content format, video length and integration mechanics.

What works in one campaign does not automatically work in another.

The objective was therefore not only to deliver individual campaign KPIs, but to build a system that could maintain large-scale reach, keep CPV below planned benchmarks and use accumulated performance data to improve future media planning.

Solution

We built an 18-month Always-On system based on a continuous cycle:

Launch → Measure → Learn → Optimize → Scale

Across nine platforms, we tested different creator sizes and niches, formats, video lengths, platform combinations and integration mechanics.

After each campaign, performance data informed the next one. Successful combinations of creators, platforms and formats were repeated or scaled; less efficient approaches were adjusted or replaced.

Instead of treating results as isolated successes, we used them to continuously improve creator selection, creative execution and media planning.

Results

After 18 months:

150M+ total campaign views
CPV 35% below the planned benchmark
100% of campaigns achieved their target KPIs
9 platforms
Most importantly, every new campaign started with more knowledge than the previous one.

Ozon Travel transformed influencer marketing from a sequence of individual placements into a measurable and continuously optimizing system — where every campaign delivered both reach and data to make the next one more effective.