Project Description
WINGATE BY WYNDHAM: FALL CAMPAIGN
BRIEF
After developing Wingate by Wyndham’s new “Let’s Connect” positioning and creative refresh, NM+U was also engaged to create a media campaign that would serve two purposes: to increase direct bookings and traffic to the brand site while also generating additional brand awareness among the brand’s target audience.
CHALLENGE
In order to achieve the objectives of the campaign while working with the brand’s limited budget, it was crucial to really study the brand’s target audience and understand their consumption patterns. Because this campaign could not be approached with traditional marketing efforts, the focus would have to be on creative and cost efficient media options + a strong emphasis on tracking and evaluating results in real time, to allow for quick adjustments throughout the life of the campaign.
SOLUTION
The team developed a targeted and comprehensive media plan that included a variety of digital placements, Youtube, as well as a social campaign on Facebook and an online radio campaign + digital support on Pandora. Due to the hyper-targeting and tracking focus throughout the campaign run, the results surpassed industry benchmarks in every category.
+ PANDORA INTERSTITIAL
An interactive Pandora ad + offer was a key component in this campaign. Delivered to a highly-targeted segment of potential consumers, the “scratch off” connect the dots game revealed the offer of $10 off and enticed many to click through and find out more about booking. These interactions were the lead driver of the follow-up retargeting campaign which resulted in the excellent results seen above.
+ SOCIAL & DIGITAL CAMPAIGN RESULTS
5.4M
Impressions
2.5%CTR
138% Higher Performance Than Industry Benchmark
22M
People Reached
620K
Link Clicks
$0.18 CPC
54% Lower Cost Than Industry Benchmark
+ FACEBOOK CANVAS AD
This mobile interactive experience was a bottom of the funnel tactic, delivered tactically to those who were most likely to book. The experience included a brand video, key brand features and highlights, as well as a direct booking link tied to properties that were identified by their recent searches.
+ HTML5 WEB BANNERS
+ FACEBOOK ADS
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