During the pandemic, Walden's hospitality team engaged with us to refocus their marketing efforts towards the more profitable portion of their properties, focusing on local "staycation" marketing and driving revenue to their spa services.
Services
Social Growth
We immediately shifted the focus of our paid social budgets to a nearby "drive market" to increase traffic locally, as customers were not likely to fly and business travel decreased. This helped buoy the property's revenue through local staycations and spa visitation, vs a previous focus on weddings and corporate events.
Email Segmentation and Data Sharing
We helped Walden aggregate their various sources of Point of Sale (POS) data and email lists to merge lists into more intelligent segments. We then emailed the new segments through regular campaigns specific to their unique interests, and advertised to through data sharing into custom FB lists.
Social Ad Content
We repurposed Walden's rich video and imagery into new ad formats, such as collections and animated slideshows, focusing more on outdoors and socially distanced activities to improve click through rate and lower cost per click.
+300%
Social Session Growth
50%
Organic Search Session Growth
Success Amidst a Pandemic
Through careful spending of media dollars, we were able to maintain year over year revenue growth for Walden's hotel and spa business in the face of unprecedented hardship and closures.
Focus on the Local Market
We focused on nearby "drive traffic" with a heavy social media campaign to "take time out for yourself." This reached a 100-mile drive radius, allowing the hotel to capitalize on customers seeking refuge and pampering without having to fly during a pandemic.
Sharing the Experience, Digitally
Honing in on the essence of what customers were looking for during the pandemic (escape, cleanliness, de-stressing) helped our team repurpose existing creative content into compelling ads that showed the Walden experience, pre-click, to achieve higher quality and lower cost traffic to the site.