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“Whip-smart, hot-on-the-tools and genuinely curious about how to make things tick better, Reuben, Gareth and the team at Double are the special sauce every business needs to level up it's digital marketing. Hire them. Or don’t. But if you don’t, know that things could definitely be better”
Increase in Google
Ads Booking
Increase in Google Ads
Conversion-rate
Increase in bookings
from Facebook
(Cut short by Covid-19)
Every year Spring Break Fiji hosts one of best experiential travel packages in the Pacific. Selling tickets for groups of 200 people to attend a 5-day action packed adventure to of sea, sun and partying in Fiji. With big ambitions for expansion, Spring Break turned to Double to rethink their digital strategy and figure out how to scale revenue as aggressively as possible.
We built a full advertising funnel across Facebook and Instagram that worked to find people planning to travel to NZ and then educate and convince them of Haka Tours.
With no time to lose and to keep costs down we repurposed some old images/videos and oversaw the briefing/production of new Facebook/Instagram ad content.
Firstly, we learned that when selling a beautiful product, social media engagement is deceptive. We realised we had to track user engagement with non-sexy information (confirming their “true intent to travel”) to avoid wasting budget on people who like New Zealand but wouldn’t ever become a customer.
After setting up water-tight tracking for Facebook/Instagram campaigns, we could see where our leads come from and what ads/channels were delivering.
We built a series of ads that served to introduce, educate and convert travellers. Our ad-funnel removed effort expected from a customer (getting them to visit our website and research), instead, our series of ads stepped people through our products and major differentiators in bite-size images/videos. With tracking setup, people didn’t see the same ads again and again, but ads that built on their knowledge and changed to use harder call-to-actions as some because more likely to purchase (e.g.: Book Now, Only $99 deposit etc.).
We explored our “pixel-audience strategy” that involved us combining our custom audiences with other tourism businesses to mutually advertise to people with high purchase intent.
Lastly, we helped with CRM integration, creating nurture funnels and guide Haka Tours into their transition with Salesforce.
