Summer Travel Campaign

Overview:

• Role: Client Leadership Executive

• Client: Financial Services

• KPI: Drive action

• Channels: META, TikTok, Display and OOH

• Target Audience: Affluent settled consumers who are actively in the travel planning phase.

• Challenge:

  • To strategically align how seasonal travel period worries can be resolved by the customer’s financial tools

  • Driving applications for a rewards-based credit card

Strategy Process:

• Process Detail: We implemented a real-time feedback loop guided by historical KPI performance. This ensured continuous optimisation and prevented wasting budget on underperforming creatives.

• Impact on Execution: This process allowed the team to reallocate budget mid-campaign, prioritising assets that delivered the strongest metrics, most relevant to our KPIs.

Key Metrics:

• Campaign-Wide Efficiency Triumph: Drove down the cost of engagement across key assets, resulting in an average 55% drop in CPM and a 42% reduction in CPC.

• Creative Effectiveness: Achieved a CTR that nearly doubled across top-performing assets, indicating strong audience resonance.

• Massive Reach & Delivery: Exceeded planned impressions by 124% on key placements and outperformed clicks on display by 247%, maximising brand visibility during the peak travel window.

• TikTok Performance: Successful platform usage, as exceeded impressions by 18% and drove clicks 19% above target.