Client: Skyscanner
Project: Social Acquisition Strategy
Problem
The business needed to evolve our monetistation strategy with tourist boards & airline partners on creative comms campaigns.
We proactively went after the problem, identifying social media and user journeys weren’t driving relevant information for the traveller, consistency of our brand and lacking performance for our partners.
Solution
Creating a tiered packages to reach higher intent travellers through a campaign approach that harnesses the ‘Pitch, Play, Plunge’ social strategy. Combined with refined product user journeys and creative templates to deliver for scale. All backed with our unique data to lever existing audiences to deliver more meaning results.
Remit
Creative & Retargeting Strategy
Dynamic Creative (Smartly)
User Journeys
Art Direction
Template Design
Up Skilling Teams
Strategy in action with Visit France (Gold Tier)
Step 01: Creative Foundation
Partners Problem
Travellers are nervous about visiting France due to COVID-19. Increase bookings to the France and its lesser known regions.
Our Solution
Change perceptions our audience has of France and its regions by depicting an open, crowdless and uncovered destination ready to explore.
Creative Hero
Cheese, fashion and the Eiffel Tower. Forget everything you know and say hello to the France that you never heard about - it’s been waiting for you.
This is France.
Content Pillars
Underpinning the campaign with three content theme, to bring it to life in a truely scalable way. Locking in our core content from the start to build the story through nine prebuilt social creative & product templates.
Step 02:
Build qualified audience
Deploying audience pixels with campaign artwork onto multiple touchpoints across our owned ecosystem. Allowing us to build user profiles to retarget and engage with. Delivering highly relevant social content and driving them through the campaign and product funnel to conversion.
Hero Search Takeover
Funnel Placements
Lifecycle Placement
Step 03:
Retarget on Social
Using the Pitch, Play, Plunge social content strategy to create scalable, social content that cuts through. Allowing for a core creative suite to be built out in multiple proposition phases, using predefined creative templates.
Retargeting our pixel audience with these three different phases to further build more qualified audience and target lookalike audiences. Filtering down intent and interest to drive further into the funnel.
Pitch (Dreaming)
Proposition:
Our elevator pitch to the Traveller.
Creative content:
High level, inspirational content with a creative hook to capture the Traveller's imagination on their feeds.
Creative Example:
Inspirational hero video of our creative pillars, driving into higher funnel stages.
Play (Planning)
Proposition:
Encourage Travellers to explore and interact with our concepts.
Creative content:
Gamified placements exploring the destination taking advantage of the social platforms built-in features.
Creative Example:
’Tap & Hold’ stories, where the traveller pauses the video to reveal a featured attraction. Driving into mid discovery levels of the funnel.
Plunge (Booking)
Proposition:
The final prompt guiding our lower-funnel Travellers to conversion.
Creative content:
Price and brand conversion messaging linked to the hero idea.
Creative Example:
Conversion led messaging around price. Driving into lowest conversion levels of the funnel.
Step 04:
Guiding down funnel
Those who engaged with the social ads are directed to a funnel landing page where we continue our creative messaging. From country explorer pages, city guide pages and finally into sponsored results to be converted.
Higher Funnel – (Left) Sponsored Month View, (Right) Country Explorer
Mid Funnel – Sponsored City Guide Page
Lower Funnel – Sponsored Results Page
