Australian based Intro Travel were looking for a partner to help drive uplift in the UK and European markets. With strong competition from other tour operators in the space, we were briefed with devising a full funnel social strategy to generate growth, engagement and a positive ROI. The mission was for Intro Travel to become the ‘go to’ travel brand for young people looking to travel to South East Asia, Australia and Japan.
Our content strategy was twofold, firstly, it was important we gave prospective customers a visual that captured their attention when scrolling through the feed. The travel industry and Instagram is saturated with content, so the creative has to be bold, premium and relevant in order to make that thumb stop scrolling. Secondly, we had to give just enough information to encourage click throughs, without overwhelming them.
Targeting Each month we focused on attracting new Gen Z customers who have a love for travelling. We built an initial audience pool of 7M people and ran an outreach campaign, driving thousands of prospects through to Intro Travel. We then implemented a retargeting strategy to deliver dynamic ads based on each individual user interaction on the Intro Site. Our goal was to drill down our CPAs through a constant refinement and optimisation of our audience profiling and re-targeting.