NightJarr helps a luxury travel company exceed its targets
Industry: Travel & tourism
Services / solutions: Digital marketing strategy overhaul
Author: Ferdie Bester
Our client initially approached us for a paid media review and training. Upon our review feedback & proposal they realised the need for NightJarr to do further work on paid media, in order to generate quality leads and create data-driven marketing to maximise digital media ROI.
Cost per conversion
-27.05%
Sales
+63.18%
ROI
+35.89%
Objectives
NightJarr was tasked with developing a comprehensive luxury travel marketing review and training, which resulted in:
Full funnel paid media to generate quality leads
Data-driven marketing to maximise digital media ROI
Solution
Initially considering an in-house approach for paid media, the client sought our expertise for a comprehensive media review and training. Realising the task's complexity, post-review, they pivoted to focus on the following two areas and objectives:
Strategy
- In order to achieve these objectives, the first step was for the NightJarr team to conduct a workshop with the client, with the focus on gaining further clarity, identifying KPIs and outlining a measurement framework.
- The paid media work needed a restructured approach that incorporated data-driven marketing, data-driven marketing, effective
- audience targeting, innovative campaigns and diverse ad creatives.
A key project was for NightJarr to create an integrated data structure with GA4 implementation, GTM event tracking and dashboards that enabled seamless data analysis across channels.
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Digital media
- PAID MEDIA
NightJarr orchestrated a seamless customer journey, by employing a paid media plan focused on guiding users from initial research to specific bookings.
SEAMLESS CUSTOMER JOURNEY
Utilising targeted search terms, Google Ads and Meta platforms, NightJarr ensured an effective progression through the marketing
-
- and sales funnel stages, creating awareness, encouraging consideration, and leading to conversion.
- BUDGET ALLOCATION
- The budget was dynamically allocated, with 62% for middle-of-funnel and 38% for bottom-of-funnel strategies, on Meta and Search platforms.
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- GLOBAL TARGET AUDIENCE
The global target audience was strategically addressed at different research stages, transitioning from top-of-funnel inquiries to specific destinations.
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NightJarr leveraged data for precise targeting, creating lookalike audiences and forming a foundation for Performance Max (Pmax) campaigns.
- MAXIMIZING VISIBILITY
Collaborating with the client's creative team, diverse ad formats maximized visibility, contributing to the campaign’s success.
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- DATA DRIVEN APPROACH
NightJarr's data-driven approach not only delivered tangible results, but also empowered the client's marketing team with a culture of continuous improvement and informed decision-making.
Analytics
- GA4 DASHBOARD
NightJarr implemented GA4 for the client, by following best practices and also ensuring that the setup met the specific requirements that the client needed to be in place around conversions and custom events.
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- GTM & EVENT TRACKING
Leveraging GTM for flexible event tracking meant that NightJarr could ensure a swift roll-out without developer involvement, future-proofing and scaling the setup.
- FORM SUBMISSIONS & HOLISTIC USER JOURNEY
Custom events, such as form submissions and conversion point clicks, were strategically incorporated for a holistic user journey view and to ensure that the full conversion funnel could be tracked and optimized.
- SYNCED BOOKINGS & REVENUE DATA
- A unique first-party identifier, the "reference number," linked user interactions seamlessly, utilising GA4 Data Import to connect media activity with bookings and revenue.
NightJarr's analytical insights identified conversion touchpoints, enabling targeted campaigns and revenue attribution to help guide actions that could be taken in the paid media stream of work.
NightJarr's data-driven approach not only delivered tangible results, but also empowered the client's marketing team with a culture of continuous improvement and informed decision-making.
Cost per conversions
- NightJarr played a pivotal role in propelling the brand to a remarkable 65% increase in conversions from Year 1 to Year 2.
- Additionally, we not only met, but exceeded the client's conversion target by an impressive 55%.
-27.05%
Enhanced ROI and sales growth:
- Our strategic efforts resulted in a noteworthy 36% increase in return on investment (ROI), complemented by a substantial 63% boost in sales from Year 1 to Year 2.
- Sales actuals even surpassed the set targets for Year 2, achieving a remarkable 35% above expectations.
+35.89%
Traffic and engagement surge:
- This achievement was underlined by a focus on improved tracking, refined media targeting, and the delivery of consistent customer experiences across various media channels and messaging throughout the year.
+63.18%
Results
NightJarr's collaboration with the client yielded exceptional outcomes, surpassing predefined targets and achieving substantial year-on-year growth.