Sandals

Our core challenge was getting noticed in a cluttered market – this is an extremely competitive time in the marketplace as many other travel brands are also live with sales during this period. We not only had to drive standout, but also ensure we were driving a YoY increase in sales.

We implemented Facebook’s Dynamic Creative Optimisation functionality across Paid Social for the first time. This allowed us to use machine learning to dictate which creative composition was delivered to each user. We set the campaign up to optimise towards one of the final booking stages; due to the high-value of each booking, naturally a Sandals holiday is a considered purchase, so we had to speak to users at a higher point during the booking process. This way to optimise also enabled us to have further data points to utilise within the bidding process creating a larger pool of opportunity. Past learnings have informed our planning that Sandals don’t deliver the volume of sales needed for the campaign to get out of the learning phase during our activity, which allowed us to report back on a sales KPI to the client.