Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
For our evergreen campaign to drive general bookings for Pier House Resort & Spa, we used various creative formats to captivate target audiences with a collection of images and videos of the resort's key offerings, including beach access, island-themed accommodations, and convenient proximity to premier Key West attractions. Instead of targeting key markets and relevant interests, our objective was instead to drive interest across users familiar with the resort who demonstrated a higher purchase intent, along with their lookalikes. This strategy aimed to drive consistent bookings over a 6-month period with the same audience pool, and cycled various creative formats available in META's ads suite, including carousel and video variations with the same messaging to avoid creative fatigue, keeping audiences engaged with the campaign and heightening awareness of the resort's many offerings. To enhance the cohesiveness of the campaign and further raise brand awareness, we utilized the hashtag #FindYourPierHouseParadise.
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)
We began testing multiple creative iterations for the campaign in June, expanding from our original single video ad. From June through August 2024, our campaign utilized the carousel and video ad formats and varied messaging to highlight key resort attractions and local destinations to our remarketing audiences. Overall reach was fairly small as compared to general prospecting audiences, with 26,192 total users reached and 143,246 impressions. Our higher impressions and average frequency of 5.47 resulted in 256 total bookings and an associated $312,511.40 in total revenue, demonstrating the effectiveness of using multiple creative formats to keep messaging relevant and continue appealing to a smaller audience pool over a period of 3 months.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Our budget for running multiple iterations of creative from June through August was $3,363.45 in total. Given the initial success of this strategy, which drove 67 total bookings within the first month alone, our spend increased to 4X more than our original budget of $660.42 from July through August. From this increase, bookings jumped by 182% and revenue increased by 165%. This strategic allocation of budget while continuing to test various creative formats reinforced the overall campaign's success and resulted in further testing of additional formats in August.
Entry Title
Find Your Pier House Paradise by Pier House Resort & Spa
Division
Digital - Social Media Campaign