Contiki, a part of The Travel Corporation (TTC), curates global travel adventures for people aged 18 to 35.
As COVID travel restrictions eased, Contiki wanted to attract a new, highly motivated audience for their European summer trips. As Pinterest is the platform for inspiration and discovery, we knew it would be a great place to attract Gen-Z travel lovers.
We launched a campaign with Pinterest in the lead-up to the peak summer travel season and saw exceptional results.
The successful approach of the Contiki Pinterest campaign began by combining retargeting and acquisition strategies to reach the largest audience. We then paired short-burst campaigns with sales periods to see exceptional growth in sales. By featuring customers in the creative ads we delivered inspiring and relatable ads.
The travel industry was one of the most severely impacted sectors throughout the pandemic with two years of inactivity. Following this, Contiki needed to increase brand awareness and attract an entirely new and engaged group of travellers.
We placed inspiring static and video ads on Pinterest to encourage people to rediscover travel, and Contiki saw a significant ROAS.
By aligning Contiki’s measurement to the Pinterest user path to purchase, Pinners arrived early in their purchase journey, and were more considered with the entire purchase process. We were then able to easily measure the conversions with a longer look-back window.
We migrated Contiki from a test-and-learn advertiser to an always-on advertiser. Now, Contiki plans to utilise Idea Ads to stay top-of-mind for Pinterest users planning to book their next European trip.
Contiki’s goal was an ambitious 10 x Return on Ad Spend (ROAS). They met their goal in just three weeks and went on to surpass it with an overall ROAS of 18.34x1. During Contiki's sales period, they were able to reach an astonishing 30x ROAS.
Contiki exceeded their sales goals by 80% and successfully drove engagement and consideration amongst Pinterest users, achieving a Cost Per Completed View CPCV that was 54% lower than the travel vertical benchmark. Now that's what we call remarkable!
1 https://business.pinterest.com/en-au/success-stories/contiki/
Images: Pinterest
“Resolution Digital have been an instrumental part of our travel comeback post-Covid. After a smooth transition, they have not only helped us achieve current internal targets, but helped us build out a robust and lasting media strategy. We’ve had some aggressive goals, but they’ve always been up for the task. The Resolution team are like an extension of our marketing team, and we can’t wait to see what other goals we can kick together.”
Jayesh Kesry
Head of Media & Communications, Contiki
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