Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Oaks Hotels & Resorts (Oaks) is a collection of over 50 plus Hotels across Australia & New Zealand specializing in Serviced Apartments. Similar to any other hotel chain, Oaks faced operational and functional setbacks due to the current COVID-19 Pandemic. When the lockdowns and travel restrictions eased, Oaks realized understanding the changes in the customer behavior and demand played a major role in coming back to the market and standing out. Catering to the thirst of travel, maintaining safety precautions, reconnecting with loved ones, and most importantly being the first to understand the shifts in demand, was the key objective of the campaign.
At a time when every market dollar is questioned and ad budgets are being cut down, it was important to shift budgets and invest more on channels that the target audiences were engaging in, emotional messaging strategy to bring out their inner travel buddy and finally to improve new traffic, remarketing audiences, bookings and revenue.
• With the 50% budget cuts to invest wisely on selected channels
• Reach potential customers with customized messaging
• Coming up with creative offers to cater to the new demand
• Daily monitoring to understand the shifts in the market demand
Quantifiable Targets for the campaign ( June 2020 – Nov 2020);
• Increase awareness and visibility generating 20M impressions in Australia & New Zealand
• Engagement/traffic generation of 200,000 visitors to the website
• To generate 800 bookings per month
• To generate a revenue of AUD 2.3M
• And to maintain a ROAS of 8
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
With the use of Google Trends, Google Analytics, and with the implementation of Google Data Studio reports Oaks was able to keep a close eye on market trend & demand. It was noticed that Google & Facebook were the two channels that generated a higher visitor contribution; hence the budget was invested wisely on these 2 channels.
Facebook investment was increased by 30% and as a result both Bookings & Revenue increased by 50% year on year and the ROAS was recorded at 11
Google has been the biggest booking and revenue contributor during the period, even though the YOY investment reduced, Google generated 6400+ bookings worth of AUD 3.5M revenue, surpassing the revenue target set for the 6 months period
Another key aspect that marked success of the campaign was the offers and the messaging.
1.Self Isolation Offer : Identified a trend where visitors were looking to self-isolate at serviced apartments. YoY search queries changed significantly & brand new search terms such as “self isolation accommodation” started to rise. Oaks introduced an offer catering to this; “home away from home’ providing attractive rates for long stays
2.Together Again Offer: It was identified during these challenging times, how important it is to reconnect with the loved ones and with this “Together Again Offer” was introduced. This has been the most successful offer contributing to over 50% of the revenue
3.Click Frenzy Offer : 48 hour Flash sales to increase bookings during low performing months. Investment, messaging & channels all focused on the Flash Sale with countdown ads
4. Ready Set Summer:
With the Summer Holidays coming; “Ready Set Summer” Offer was launched to grab customers attention
During the 6 months period, The Campaign recorded
o 27Million impressions across Australia & New Zealand
o A total of 281,886 visitors to the website
o Generated a total of 7084 bookings
o A revenue of AUD 3,881,088 was generated
o Overall ROAS of 13:1 was maintained
Entry Title
Oaks Hotels, Resorts & Suites : Adapting Marketing Strategy According to the New Market Demand
Division
Digital Marketing - Search Marketing Strategy