Who the client is
The client operates in the tourism industry, combining the functions of a travel guide, a booking platform, and a source of inspiring video content, reaching modern travelers through a strong presence on social media.
The starting point
- Lack of creative diversity. Campaigns had relied mainly on similar video assets, which limited their reach potential and effectiveness in generating purchase intent.
- Lack of a data-driven structure. There was no established test-and-scale approach: systematic testing, refinement, and scaling of the best-performing concepts.
- Costs too high with low ROAS. Conversions (bookings, purchases) were insufficient, and ROI was lower than expected. The goal was to achieve a ROAS of at least 2.
What was done
A large number of radically different creatives were rolled out to test the direction the ad account should take, using the agency's "Test4Performance" process to test many variants, identify those with potential, and scale them in an orderly way, within a campaign structure built to scale.
Research
Identifying the key values associated with the products and services, analyzing the target audience, assessing the competition; the foundation for the ad account structure, the creative strategy and the testing plan.
Planning
A creative testing strategy and a detailed action plan, with key tests identified and prioritized.
Implementation
- Stage 1: Concept testing. Tests to verify all the concepts believed to have potential.
- Stage 2: Extended concept testing. Refining the best-performing creatives and copy.
- Stage 3: Scaling. Expanding the reach of the creatives that performed best while maximizing ROAS.
The result
A ROAS of 4.0+, significantly exceeding the goal set beforehand. Diversification and optimization of ad creatives tailored messages to different audience segments, lowered campaign costs and generated high-quality traffic with strong purchase intent. No other figures are given on the source.
What happened next
The source gives no follow-up beyond the summary of the approach.
