We designed bespoke creative based on the TV ads, to make the social video ads more natural and tailored to each format. This included cutting up the original content for Instagram Stories, GIF carousel ads and a longer video which was appropriate for social posts. We ensured the creative would also be engaging specifically to their target audience.
We pinpointed wider/new audiences who were interested in adventure travel/eco holidays, those who had similar social patterns as the brand’s current “bookers”, and those who were interested in products from travel companies offering similar holidays. In addition, we kept audiences engaged by retargeting those “bookers” who were within the most popular time frame to rebook, as well as highly engaged web visitors.
Part of our strategy was to take advantage of ad formats Journey Latin America hadn’t previously tested (e.g. Facebook and Instagram stories) to engage audiences in new ways, and we introduced a ‘Reach and Frequency Campaign’ to target users most likely to engage with our ads, for a fixed CPM.