Travel brand (anon.)
Tapping into specific moments resulted in increased consideration and positive sentiment for travel brand
Brief in brief
To raise awareness and increase bookings in September, targeting families still envisioning their 2023 vacations and planning ahead for summer 2024.
Opportunity
We identified a key moment of receptivity on Mumsnet in late summer when parents are planning next year’s holiday as soon as they’re back from this year’s. Travel is a huge topic of discussion on Mumsnet so we connected with this audience earlier than most other travel brands.
Partnership overview
Focusing on families who just returned from vacation, Mumsnet provided an ideal platform to engage and ignite future travel plans with the brand. Tapping into this audience during these key moments resulted in increased consideration and positive sentiment.
Partnership elements
Ask the expert: Positioned the brand as an authoritative source on all things travel
Editorial: Educated users with engaging travel content, further positioning the brand as the go-to expert for all travel-related queries
Competition: Highlighted key brand messaging while incentivising users with a £2,000 prize to engage with the brand
Targeted display: Using our DMP Vantage, we targeted an audience of parents interested in family travel and holidays
Results
Use likelihood:
Positive brand sentiment:
First-choice selection:
Use likelihood: Campaign exposure was associated with a 12% increase in use likelihood for the holiday brand. Those who recalled were 1.4x more likely to purchase than before exposure.
Positive brand sentiment: Campaign exposure was associated with a 16% increase in positive brand sentiment for the holiday brand. Those who recalled were 68% more likely to feel positively.
First-choice selection: Campaign exposure was associated with an increase in agreement that a holiday provider would be users’ first choice when they travel. Those who recalled were 2.6x as likely to agree the brand would be their first choice.
