Mark Warner
Helpful ‘first family holiday’ content targeted at young families generated a 16x ROI
“Mumsnet is the perfect platform to reach families, and we’ve seen impressive results. The engaging and informative content created for young families planning their first summer holiday has boosted our visibility and engagement within this audience. We've had both an increase in traffic and seen new bookings thanks to their strategic placement and reach.”
- Mark Warner (2024)
Brief in brief
Reach young families seeking summer holiday inspiration and position Mark Warner as the top choice this summer.
Opportunity
Mums are coming to Mumsnet for inspiration, to research, and to book their family holidays. In the last 12 months (July 2023-July 2024), we've driven over 93k clicks to travel partners and directly driven over £1.2 million in sales. Our existing content for Mark Warner on Mumsnet ranks number one in SEO, highlighting the strong affinity our users have for Mark Warner.
Partnership overview
We created helpful content for young families planning their first summer holiday and engaged with them by placing Mark Warner in key areas where they were researching.
Results
Ask the community: “What do you wish you knew before your first holiday with a baby”
>2k pageviews, 92 engagements, 1 min 22 secs dwell time
Ask the expert: “Share your questions around booking your first holiday with babies/toddlers”
2.6k pageviews, 41 engagements, 2 min 15 secs dwell time
Editorial: Everything you need to know about Mark Warner beach holidays
10.6k pageviews, 1 min 41 secs dwell time (+69% on KPI), 3.74% CTR (vs. 3% KPI)
Editorial: 5 reasons to book a Mark Warner beach holiday this summer
11.5k pageviews, 1 min 38 secs dwell time (+63% on KPI) , 2.53% CTR (vs. 3% KPI)
Solus email: A dedicated email to our subscribers highlighting Mark Warner holidays
24k opens, 2.13% CTR (vs. 2% KPI), 24% open rate (vs. 20% KPI)
Targeted display and 100% takeover of the Holiday talkboard
2.1 million impressions (+5% on KPI), 0.05% average CTR
