Spring is the time for travel advertising, so it's always a time for a hotel chain to make a mark in a buzzing market. But the bold expectations have been met. With Ensana's Spring 2024 campaign, we had three objectives: to promote the Ensana brand, to acquire new customers and to increase conversions. The campaign ran from 19 February to 15 May, during which time we used a variety of advertising channels and creative strategies. Let's see how successful it was!
When you think of a wellness hotel, the first three things that come to mind are comfort, healthy relaxation and, of course, hearty breakfasts and dinners. The Ensana hotels have raised the stakes, and it's no coincidence that their hotel satisfaction rates are incredibly high.
Target audience
The focus of a spring campaign is most often on long weekends, so young couples and families who schedule their holidays around these times are targeted by hotels with their programmes and by us with our advertising. And in the in-between times, we also focus on the usual spa goers.
During the spring campaign, young couples with no children aged 30+, couples aged 50+ whose children have flown out of the family nest and families with young children were also able to see our ads.
Strategy
The campaign therefore had three main objectives: to increase brand awareness, to attract new visitors and potential customers, and to increase sales through conversions and re-targeting campaigns. To evaluate the results, we defined a number of key performance indicators (KPIs), including number of impressions (AV), click-throughs (CT), click-through rate (CTR) and cost-effectiveness.
The campaign used the slogan ,,We make the world revolve around you” with a visual of an attractive, relaxing, restful world, which perfectly sums up what is perhaps the greatest advantage of Ensana hotels: "With us, all you have to do is relax, we'll take care of the rest."
Results
Ensana's spring campaign exceeded all expectations. The number of impressions was 20,265,153 AV, 48% higher than planned, and click-throughs exceeded targets with 74,103 CT. In addition to a click-through rate (CTR) of 0.37% and favourable media spend, the cost-effectiveness of the campaign was outstanding, as reflected in the cost per thousand impressions (CPM) and cost per click-through (CPC). These results clearly demonstrate the success of the campaign and the effectiveness of the strategies.
Facebook ads performed particularly well, with more than 4.2 million impressions and over 748,000 users reached. The average cost per click (CPC) of 53 Ft was below the planned 60 Ft, which also contributed to the success of the campaign. Conversion rates improved significantly after the landing page settings were changed at the end of April, which increased the effectiveness of the campaign.
There were no clear stand-out or poor performing ads in the creatives' analysis, but a significant proportion of conversions came after the changes were made. They also worked with two influencers who generated a total of over 22,000 video views and numerous interactions.
Closing words
Ensana's Spring 2024 campaign was an overall success, exceeding expected KPIs and generating significant revenue. The campaign's effectiveness was particularly improved after the creative updates and landing page changes. Future campaigns should continue to refine creative strategies and pay increased attention to landing page optimisation.
This case study illustrates how well-planned and continuously optimised digital campaigns can deliver significant results and increase brand sales.
