Nano are delighted to have picked up the DIGIDAY MARKETING & ADVERTISING Award for ‘Best Direct Response’ Campaign for our work with Villa Plus & VCCP media.
If you’re planning your Winter Sun campaigns hopefully this will inspire you to get in touch and kick off the New Year with a bang.
Luxury villa providers Villa Plus are renowned for their exceptional service to customers with hand selected villas in premium locations and to the highest standards. They wanted to attract new customers and drive sales for their busy summer 2019 period. They were also looking to put greater emphasis on their struggling destinations.
We had the challenge of proving the importance of the first impression for performance campaigns. In today’s hyper-connected world where the path to purchase is no longer linear and impulse purchases more prevalent, we wanted to solely test our ‘Live Intent’ without retargeting. It was important for VCCP and Villa Plus to choose a media partner that were able to optimise the campaign to drive conversions within a limited time frame.
We also faced the challenge of countering the political uncertainty surrounding Brexit which has resulted in consumers being hesitant to book holidays.
Villa Plus wanted to achieve the following:
- Attract new customers for their busiest summer 2019 period, pushing specific destinations
- Drive as many conversions with a cost-efficient CPA – Target CPA = £150
Nano proposed a full prospecting strategy reaching purely new users and at scale. With the Nano Live solution, we were able to reach users in real time through live data obtained directly from onsite searches and from search engine searches. We intercepted high value consumers the moment they displayed intent in premium, contextually relevant sites and all with zero latency.
Nano carefully selected keywords which allowed Villa Plus to reach the most relevant and desired target audience and we handpicked contextual publisher environments, applying learnings from previous travel campaigns to achieve optimum results.
The campaign proved to be a huge success exceeding the clients expectations. Proving the importance of the first impression we managed to drive sales through solely targeting users in real-time.
- Average CTR 0.20%
- Achieved CPA £107 (29% below the goal)
- Generated 5 x more revenue than Nano’s direct competitors
- Saturday – Tuesday was identified as being the best performing days for conversions. Time of day trends indicated traffic spikes during the day, specifically between 11:00-16:00