Strategy
In order to achieve better results than before for Comwell, we needed to set up workshops to align the understanding between Precis and Comwell’s creative forces. This would set the fundamental understanding of how the collaboration would approach Facebook as a platform from both the creative and technical sides.
Due to historically unstable and rainy weather in Denmark during summer, many travel abroad for their holidays. Therefore, focus was on some of the Unique Selling Points (USP) that Comwell boasts such as spa, fine-dining, and specific locations ideal for sport activities. For years Comwell has been considered to be amongst the most luxurious hotels in Denmark, and they have also been focusing on environmental values, such as becoming sustainable and eco-friendly to further entice customers to spend nights at one of their hotels.
An Awareness-Interest-Desire strategy approach was chosen for this campaign.
This worked very well for the set-up that Comwell has. Having recently migrated to a new website with specific URLs for each hotel, and their sub-categories, such as spa, fine-dining and sports. This made it possible to target users that had been very specific about which hotel interested them, and even to which element of the hotel they were interested in.
From the very beginning, we decided on a strategy that would synergistically combine targeting with creatives, thus advancing each part of the advertising and increasing the relevancy for targeted users, and thereby making a sympathetic ad experience for potential customers.
The images and ad copy selected differed between the ad sets. For example, for segments relating to romance, creatives of couples and a focus on romantic settings were used along with ad copy communicating in a clear ‘romantic’ vibe. This strategy was the case for all ad sets: Images and videos of spa activities for the spa-interested, family-friendly surroundings for family-based target groups, fine-dining creatives for gourmet/food-loving users, etc.
- We allocated £3,700 to the Awareness phase which was based on prospecting hundreds of potential customers with over 15 interest-based ad sets and a 5 remarketing ad sets, such as current members and lookalikes of these. To allocate more time for developing creative (images, video and ad copy) we decided to leverage Facebook’s Campaign Budget Optimization (CBO), allocating budgets between best-performing ad sets dynamically and automatically. Having at least 5 different ads with varying content and format allowed optimal conditions for Facebook’s CBO to allocate budget to the best performing ad sets, under which the best ads were being optimized further.
At the end of the first Awareness phase, we would weed out in the lesser-performing ad sets and chose to continue with the 10-best performing interest-based ones, which we based directly on bookings, ROAS, engagement and engagement rate.
- For the Interest phase, we allocated £4.3K, as we still considered it to be a prospecting phase. Using the best ad sets from the previous phase, new remarketing audiences based on user-engagement with first phase content, and website visits to a specific ‘Summer Campaign’-landing page allowed for a deeper – and cheaper – penetration intoComwell’s target audience. At this stage, the creatives and communication chosen had much more urgency to it. Users who had visited parts of the website involving Comwell’s food and restaurants were exposed to images and videos containing food, and the communication was tailored to talk about the hotel’s food and wine, whereas users who had visited spa elements of the website were similarly exposed to images and videos revolving around the spa treatments and facilities along with communication specially tailored for these segments.
- We allocated £4.8K to the last phase, which involved specific and more complex ad sets – all prospecting ad sets were discarded, and only remarketing was used in this last phase of the campaign. Ad sets for each specific hotel were created based on users having visited the respective hotels’ sites (from website-URL structure), and another was created for anyone having come through the Summer Campaign landing page to the checkout-flow without booking. Each ad set featured 3 different ads to allow for automatic optimization of best performing ones: carousel, video and single image.
All 3 ads contained only creatives for each specific hotel to increase user ad-experience along with specific communication concerning each respective hotel’s specific USPs.
This set-up of going about targeting with specific, deeply customized ads and automating optimization to ensure most relevant content possible for users is now at the core of every Social Media Strategy at Comwell, where generic messages are becoming less frequent.
