Client: My Kind of Cruise
Regions: United Kingdom
Key Achievements:
My Kind of Cruise is a one-stop solution for cruise planning. The intuitive app allows users to search, compare, and book their ideal cruises, offering detailed itineraries, competitive pricing, and advanced search filters.
The primary challenge for Favoured was to make My Kind of Cruise a recognisable brand in the online travel space, increasing app downloads and improving conversion rates. The goal was to reach 100 monthly bookings within 3-6 months and later escalate to 300 bookings per month through paid promotions.
Favoured implemented a comprehensive strategy to address My Kind of Cruise’s challenges:
Running a Mix of Campaigns: Favoured ran a mixture of App Install, In-App event, and Web campaigns to maximise outreach and engagement.
Optimising Campaigns: Favoured discovered that In-App event delivered a cheaper CPI, resulting in this campaign being run longer for cost-efficiency. Web campaign, on the other hand, delivered better Purchase performance.
Creative Headline and UGC Testing: Favoured tested a variety of static ad headlines and User Generated Content (UGC) hooks. Including a “from” price in creatives achieved better performance.
Significant Reach Through App Installs: Favoured successfully drove 1,187 installs of the My Kind of Cruise app, which represented a significant expansion of the app’s user base and visibility. This not only increased the app’s reach but also paved the way for higher potential customer engagement and conversion.
Optimal Resource Utilisation with Efficient CPI: Favoured managed to maintain a Cost Per Install (CPI) of £6.50. This strategic control on spending ensured that the client’s budget was efficiently used, allowing for maximum reach while staying cost-effective. The result was a broader user base acquired at a sustainable cost.
Proving Campaign Effectiveness with ROAS: Favoured achieved a Return on Ad Spend (ROAS) of 2.64, a clear indicator of the campaign’s success. This demonstrated that the strategic approach taken was not only well-executed but also yielded a positive return on investment, reinforcing the value proposition of Favoured’s services.
Favoured’s strategic decision to run a mix of campaigns, optimise based on performance, and test different creatives led to a successful campaign for My Kind of Cruise. With the high number of app installs, efficient cost management, and a notable return on ad spend, Favoured helped My Kind of Cruise navigate the choppy waters of the online travel space, positioning it as a recognisable brand. The partnership signifies how well-planned and executed digital marketing can propel a brand towards its lofty goals.
