July 3, 2015
Social Insights Drive ROI
Our challenge: A global hotel chain wants to run a social campaign to highlight their fabulous newly decorated rooms. Traditional digital marketing routes have not yielded results, so they need to think outside the box and figure out how to reach their audience in a new and innovative way.
The Target audience: Young professionals who enjoy short-haul travel.
Our solution: Using specialist insight technology to discover their audience’s passions, the data reveals that this target audience is predisposed to Michael Palin and “trying interesting foods”. Two seemingly random insights…but a post with a Michael Palin quote, superimposed over tempting images of regional dishes, accompanied by a link to book a hotel room, drives significantly more action than a generic post focused on booking hotels.
Our Results: Dramatically increased audience size by over 400% + lower cost per action by 250% = greater sales & happy marketers.
The most effective way of hyper-targeting through social advertising is becoming increasingly dependent upon using AUDIENCE INSIGHTS to:
>Connect with a fan’s emotional side
>Understand an audience’s motivations and drives toward purchasing
>Engage with the audience’s wider interests to spark a connection
>Break through the hyper capacious noise of internet traffic and create meaningful associations
We are proud to use our Social Insight Engine to achieve these goals, a next generation social insight tool which has been developed to give marketers access to audience insights not previously available. This allows them to accelerate beyond their competition into new, exciting realms of marketing.
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