Travel brand leverages advanced targeting capabilities to drive increased awareness and engagement.
The Challenge
In 2023, a travel brand wanted to run a two-phased campaign with the aim of driving awareness in Phase 1 and consideration in Phase 2.
The Strategy & Solution
News Australia knew that to achieve meaningful consideration in phase 2, awareness had to be achieved through targeted reach to the right high-intent audiences from phase 1. To do this, a strategy was devised involving Intent Connect, News Australia’s audience intelligence platform.
Leveraging Intent Connect’s advanced targeting capabilities, a tailored target audience of travel intenders was built for the campaign based on premium content consumption signals and insights from market leading data partners.
This strategy was combined with interactive video technology, rich media and ADgile measurement to understand its true impact benchmarked against BVOD activity running concurrently.
The Results
The campaign delivered significant results including a total campaign exclusive reach of 1.62 million, an increase of 440% over BVOD’s benchmark of 0.3 million, and a unique reach of 775K, a 240% increase over BVOD’s unique reach of 319K.
In particular, advanced targeting to travel intenders drove a 75% uplift in sales form fill rates, against non targeted activity, with targeted Our World News content also driving a 149% increase in web response rates against non targeted activity.
*ADgile, March 2023 – April 2023