The challenge for Amadeus was to create upper-funnel campaigns that increased visibility, traffic, and conversions (bookings and revenue). Our focus was to increase the audience pool through increasing the brand awareness on the different hotels and to find an effective way to reach potential customers in Social Ads with segmented campaigns.
Amadeus suggested and implemented Social Prospecting Campaigns on the Meta ecosystem (Facebook & Instagram) with the idea to segment the existing campaigns (which were generic for all the hotels) with customized ads according to the specific target audiences and with unique selling points for each segment: one campaign per hotel brand and prince range, a geographic campaign promoting the different regions with better performance historically...
Apart from the segmentation of the audiences we were targeting, we used different placements/formats to address the different needs of the campaigns:
- Carousel: for introducing readers to a broad range of your products
- Video: for higher audience engagement
- Single image: to focus on a unique selling point
Each ad was created to be used on all placements and formats to make sure we reached the relevant audience on the different stages of their online behaviour.
We used specific targets depending on the type of hotel. Some examples are interest in luxury for the hotels with higher rates, geographic targeting of specific domestic areas close to “weekend getaway” hotels and mountain or ski interest for the winter campaigns.
