Working closely with the hospitality management team, we were able to refine the target audience, using existing databases to target previous guests and creating lookalike audiences to extend the reach. We also installed a Facebook Pixel on the hotel website, allowing us to re-target website visitors to further drive conversions.
Significant growth can be seen on Instagram between 2018 and 2019, with engagements up 86.6% year to date (January to June 2019), compared with the previous period (July to December 2018). Followers increased 21% in the first six months of 2019 compared to the same period in 2018.
There was a shift in ad targeting from overall engagements to conversions and web traffic, which year to date (January to June 2019) has resulted in a 125% increase in revenue compared to the same period. While part of that increase was due to additional ad funds, a 51.5% increase in return on ad spend can be seen. Link clicks increased 104%.
In June 2019, the hotel launched a 7-day flash sale with an incredible offer – pick any room and pay the same price – which was supported with social media advertising. Over 30% of the promotion’s revenue was generated through social media advertising.